KW43 gives Aldi Süd with a charming voice.

 

With a comprehensive corporate design concept, KW43 supports the positioning of the Aldi Süd brand as a likeable discounter and emphasises its greatest strength in a bold and direct way: simplicity.

KW43 gives Aldi Süd with a charming voice.

 

With a comprehensive corporate design concept, KW43 supports the positioning of the Aldi Süd brand as a likeable discounter and emphasises its greatest strength in a bold and direct way: simplicity.

For more than 50 years, Aldi Süd has followed the simple principle of offering high quality products at the best possible price. Today, the pioneer of German discounters is represented in nine countries with over 5,400 branches.

The task
The new appearance is intended to convey the typical strengths of the brand in a contemporary way, such as simplicity, and underline the status of the brand as an approachable and likeable discounter.

The solution
A subtle brand evolution based on the strong logo and the transfer of its visual energy into a coherent, comprehensive and consistently applicable corporate design concept: The new simplicity receives – in the truest sense of the word – a voice through stylised speech bubbles in friendly colours that become a design element.

For more than 50 years, Aldi Süd has followed the simple principle of offering high quality products at the best possible price. Today, the pioneer of German discounters is represented in nine countries with over 5,400 branches.

The task
The new appearance is intended to convey the typical strengths of the brand in a contemporary way, such as simplicity, and underline the status of the brand as an approachable and likeable discounter.

The solution
A subtle brand evolution based on the strong logo and the transfer of its visual energy into a coherent, comprehensive and consistently applicable corporate design concept: The new simplicity receives – in the truest sense of the word – a voice through stylised speech bubbles in friendly colours that become a design element.

Corporate Design, Brand within, Icon Developement, POS

 

The result
The new brand character conveys the brand strength. And for the first time, the speech bubble, as a newly conceived brand element, gives Aldi Süd a clear and easily comprehensible voice aimed at the consumer. The brand presence, which conveys a sympathetic customer affinity and even increases the focus on the logo with its symbolism, is highly flexible and can be used across all media.

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