ALDI
Good Different
For decades, a supermarket duopoly dominated Australia. Then ALDI entered the market, with a different way of doing business. Some called this weird. We call it Good Different. This is how a German retailer became the most trusted brand in Australia through strategic brand positioning and an unconventional brave attitude. For the past few years BMF have been tasked with developing and honing in on ALDI’s unique tone of voice, developing a creative platform and brand identity that endures.
Approach: Brand Identity / Creative Direction / Design / Digital / Print / Advertising
Sector: FMCG
Often the only thing memorable about retail is the price. ALDI is the exception to that. With a quick and cost-efficient approach to production, we managed to create thousands of TV ads, social posts, content films, digital executions, OOH executions, radio ads, weekly catalogues, website and in-store POS. All this with a healthy dose of good difference to ensure ALDI is never not top of mind with Aussie shoppers.
A cohesive but category differentiating visual identity.
How do we make ALDI more distinctive and more memorable? We created a brand identity that complimented our brand platform. In layout we developed a focused use of colour paired with a horizon line distinctive asset that allowed elements to pair nicely with our quirky tone of voice. A reductive approach to layout really honed in on the messaging that brought the ALDI brand to life.
Retail detail.
Brand toolkit.
Retail detail.
Store POS.
Store OOH.
Retail detail.
Logo ident endframe.
Social/Digital.
Retail detail.
Creative platform.