Aldi as one of global supermarket brands coming to us with an expansion plan in China Shanghai. Our assigned task is to create all own brand products of food and non-food categories.
With the trading up trend nowadays in China, consumers are willing to pay for high quality products which is a right timing for Aldi to come to China market. German brands always represent high quality and have fatal appeal to consumers. We started with consumer insight and defined brand DNA for each brand, Aldi stands for German heritage, quality and cost-effective.
We explored a clear design strategy for each category to well represent the brand DNA, the unique design helps Aldi own brand products stand out on shelf while it looks modern, simple and nice with good quality sense of feeling. The design system also helps easily to do SKY adaptation within each brand, it’s well balanced the flexibility and unity.