ALDI has unveiled its largest packaging refresh to date, putting its name on every product and launching its first-ever namesake brand to make its private labels more recognizable for shoppers. Favorite Child is serving as lead creative agency for the new ALDI brand packaging as well as refreshing the design of several other ALDI private label brands. ALDI-exclusives will now carry either the ALDI brand or a bold “an ALDI original” endorsement, while its best known brands — like Clancy’s, Simply Nature, and Specially Selected — will remain on shelves with a modernized look along with the endorsement. Several other items — like “Red Bag Chicken” — will playfully adopt shopper-given nicknames. More than 90% of ALDI products are private label.
“As we worked on this refresh for the past few years, we drew so much inspiration from our fans. Our customers already call our private labels ‘ALDI brands,’ and we’re excited to officially recognize them with a name they can see and trust,” said Scott Patton, ALDI Chief Commercial Officer. Adds Katie Kelly-Landberg, SVP, Business and Brand Leadership, Favorite Child: “ALDI is a name that shoppers trust and love… Partnering to create ALDI’s first-ever namesake brand and refresh other beloved brands in its portfolio allows us to put our strategic design talent to work in a way that honors what people love about ALDI and creatively reimagines how they’ll shop the brand into the future.” The new packaging will be rolled out to store shelves and over the next few years every product will be refreshed.
