The Initial Idea.

When looking at Aldi and what they stand for and offer I noticed there was a disconnect in their message. They are sell the best quality organic food for the best price. But their current logo doesn’t feel organic or high quality. I made it my goal to create a clean, fresh, simple logo that fits their affordable aspect yet also has a higher quality branding that could compete with other stores like Whole Foods, Giant Eagle, and Trader Joes.

How It Was Expressed.

I liked their block like forms and wanted to keep that style with the rebrand. I decided to use the whole name and not just the A. Their color palette is part of the disconnect, so I wanted to clean it up by using orange, yellow, blue, and green. Together these have a fresh and organic feel that enhanced the new branding.

Aldi does not use plastic bags so I wanted to design a reusable tote that would be able to be purchased at checkout. I also wanted to change up their collard uniform shirts by making them white and using the logo on the side unlike other company uniforms.

I designed a website that is easier to navigate and less busy compared to their already existing page. I also created some social media ads for facebook and instagram to showcase sales and specials because most of their shoppers use those platforms daily.