The Specially Selected brand has been fundamental to Aldi’s success in transitioning its appeal from discount retailer to destination food retailer. Initially, the packaging was derivative of premium ranges across the ‘big four’, with tactile black packaging and hand-rendered gold typography providing an instantly recognisable look and feel. This branding strategy was successful in establishing the Specially Selected brand as a range that consumers could easily locate but, having created a brand associated with high quality, premium ingredients and exciting recipes, it was time to revitalise the packaging strategy to inject more individuality and create excitement for new products and seasonal choices under the Specially Selected banner.
Our concept for revitalising the brand was to retain the core elements to communicate high quality and premium but to inject a variety of colour and graphic design. In this way, the Specially Selected brand has become less generic – both in terms of moving beyond a homogenous look and feel within Aldi stores and, vitally, in terms of creating a clear brand personality.
The new branding strategy gave the Equator Design team the freedom to use creative graphic design and vibrant colour to create synergy between individual products within each category. Moreover, the previous descriptors used to ‘sell’ the product have been cut. Instead the new branding leverages trust in the Aldi proposition and the Specially Selected brand. Giving the Equator Design team a springboard to creative approaches to communicate seasonality, unusual ingredients, provenance and exciting recipes, while retaining clarity of brand message.