The Business Challenge:

With multiple ALDI stores in central city locations, the rising tide of “20-something” consumers with money to spend has become an important consideration for the supermarket chain. Product lines, and packaging design, is playing an increasingly critical role in appealing to this younger urbanite.

The Design Solution:

Tapping into this generation’s growing pride in Chinese culture, and the trend towards 国潮 design (“guochao” or China chic), we redesigned the complete range of traditional Chinese “baiju” spirits. A contemporized aesthetic, layered with elements of traditional Chinese craftsmanship, created cool impact on shelf amongst the sea of western spirits and wines.

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The Project Scope:

3D/2D/Primary & Secondary packaging design/Range adaptation/Artwork/Guidelines

Results:

Hugely popular with ALDI shoppers, sold out within 2 weeks, leading to a second variant being released due to the strength of the design’s appeal.