The Business Challenge:

As a western company, ALDI China had a slightly more premium brand image than its global positioning. To redress this, a new own label range was created, ‘ALDI Essentials’, to be a large part of driving the affordable perception of the brand’s appeal to Chinese consumers – and rebalance the brand positioning.

The Design Solution:

Pervasive throughout virtually every category across the entire store, this  ‘good quality/very low-price’ range products has grabbed shoppers’ attention and underpinned ALDI’s re-emphasis on ‘functional value’.

A stripped down, focused Visual Identity System was designed as a platform for over 100 SKUs in 12 categories. A plain, bold aesthetic that communicates a range message of “more for less”, rooted in the semiotics of “open” and “basic” that are the foundation of all successful own label pack design.

The Project Scope:

Naming/VIS/Master Concept/Range adaptation/Artwork/Guidelines