In 2007 ASHA launched the new identity for the original Gadgetshop. Here is what Creative Review wrote about the project in their January 2008 issue:

"ArthurSteenHorneAdamson has devised the gadget-tastic identity, stationary and packaging for all things Gadgetshop. The identity itself incorporates an illustration of a pair of old-school safety goggles and the gadget shop logo is set in Helvetica, in black, on a bright yellow background, giving the company a suitably geeky, scientific laboratory look...