Rebranding Aldi.

supermarket snob
cheap small local
working class eco
riendly budget
aste non-branded
easy environmental
sustainable budget
old middle class
german global
prices cares fair

1

CONTENTS

introduction.

SCOPE ............................................. 4-5
HISTORY ......................................... 6-7
ALDI NOW ..................................... 8-9

why re-brand?

PRIMARY RESEARCH ............... 10-13
SWOT ANALYSIS ......................... 14-17
SOCIAL CLASS ............................. 18-21
BRAND ≠ LOGO ............................ 22-25
SUSTAINABILITY ........................ 26-27
WHY REBRAND? ........................ 28-29

the re-brand.

THE BRAND GAP ........................ 32-33

MOODBOARD ............................... 34-35

ALDIS SOCIAL MEDIA ............... 36-37

LOGO ITERATIONS ..................... 38-42

FINAL LOGO DESIGN ................ 43

PRODUCT DEVELOPMENT .... 44-45

WEBSITE REDESIGN ................ 46-49

marketing 3

POSTER MOCK-UPS ................. 50-53
INSTAGRAM FEED ...................... 54-55
REBRAND BACKLASH?............ 56-57

FINAL THOUGHTS ...................... 58-59
BIBLIOGRAPHY............................. 60-63

SC
OP
E

SCOPE

Within this proposal, I aim to address the
brand gap Aldi has within their business. I
shall do this through extensive research
into Aldi's values, brand, customer base,
history and future. I shall produce a new
'brand image' for Aldi to market to their
customers - along with mock-ups of new
products and material for Aldi to utilise
in their business. Aldi is a historic brand
with a rich history of helping low-income
households with their grocery shopping.
However, Aldi has branched further than
this budget supermarket label they give
themselves. They are now one of the most
active companies in fighting climate change
and one of the most sustainable businesses
in the grocery store market. I believe in
our current socio-political climate that
Aldi would benefit greatly from marketing
themselves as a sustainable brand rather
than just a budget brand. This, of course,
may be met with backlash due to their
long-standing history of being just a budget
supermarket, as well as their visuals being
quite iconic with many people knowing Aldi
by their logo instantly. However, I believe
Aldi must keep up with the modernisation
of society and appreciate how a design-led
re-brand could open them up to an entirely
new clientele. However also allowing their
old customers to have a simpler and less
stressful shopping experience.

55

A
BRIEF
HISTORY
OF ALDI

£££ 2.5kAAALLLAAADDADLLLAAIILIDADDLAAALAADALIIIADDALLLALLILDAAALAADDDILILDDDAAIALLLDDLLIIIDAAAAAAIIILLLDDDIDDAIAILLLLLLDDDIIILIIDDDLDDDAIIIDDAIIIIIILAILIDALDILDIDI I

Crash of ‘08 ALDI is
allowed for ALDI’s consistently
popularity to sky growing, it is
rocket due to expected that by
cheap prices. 2022 there will be
2.5k ALDI stores
(Francis.R, 2019) in the US alone.

2008 (Careers.aldi.us, 2019)

2019+

ALDI continues to ALDI expanded to: ALDI made
globalise opening 1990 Great Britain it’s US debut
further stores in 1999 Ireland opening a store
the US. 2001 Australia in Iowa.
2005 Slovenia
(Careers.aldi.us, 2019) 2008 Hungary (Careers.aldi.us, 2019)

2000 (Careers.aldi.us, 2019) 1976

OPEN 1990 ALDI

Anna Albrecht Opened the first ALbrecht
opened a small self service store + DIscount
food shop in in Germany. shortened to
Essen. This grew “ALDI,”
into 4 shops by (Careers.aldi.us, 2019)
1948. (Careers.aldi.us, 2019)
1954
(Careers.aldi.us, 2019) 1962

1903 7

Aldi now:

Photos taken by myself during a visit
to Aldi on Old Kent Road. This is a very
working-class area with many council
buildings. This highlights the busy layout
of Aldi’s stores and the areas I wish to
focus on. Aldi’s efforts are not being
highlighted through the messy isles and
lack of communication design telling their
sustainable story.

9

Why I believe
Aldi needs a
rebrand...

As of 2018, Ethical £20 million in their customers expect
Consumer listed fridge and freezer their strong stance
Aldi as the most systems opting against climate
environmentally for a more energy change, I would argue
friendly supermarket efficient model (Edie that a vast majority
in regards to climate newsroom, 2018). of Aldi’s customer
change (Clayton.A, In 2017 they then base are not aware
2019)*. This is but received the “Best of of their innovative
only one example the Best” award from eco-friendly business
of how Aldi has the Environmental model, no matter
been celebrated for Protection Agency’s the general public.
their green efforts. GreenChill I conducted some
Since 2012 they Partnership for this: primary research
have been making “use of cutting-edge, through the use of
massive strides in environmentally surveys to truly see
their attempts to quell sustainable whether people are
their role in global refrigeration systems oblivious to Aldi’s
warming installing in 34 of its stores.” efforts and what they
over 85,000 solar (Prnewswire.com, would change about
panels globally in 2017). Although Aldi.
both their stores and Sumida states (shown
distribution centres below) that Aldi’s
(Edie newsroom, 2017)
leading them to be "Aldi is taking steps to reduce its
on track to becoming environmental impact not only
carbon neutral by because our customers expect it,
the end of 2019 (Edie but because it is the right thing to
newsroom, 2018). do as a business. Partnerships like
Alongside this, they the one we share with GreenChill
have also purchased are critically important, as they
100% renewable enable us to work toward our goal
energy sources for of sustainable business operations,"
it’s UK and Ireland
stores as well as Aaron Sumida, Vice President
investing a staggering Aldi (Prnewswire.com, 2017).

Did you know that Aldi is globally one of the most
environmentally friendly supermarket in regards to
fighting climate change?

No

Yes

0% 100%

Are you aware of Aldi’s CSR* and efforts to be
environmentally friendly?

*Corperate Social Responsibility

No

Yes

0% 100%

If you were more aware of Aldi’s efforts to be
environmentally friendly would you shop there more
often?

No

Yes

0% 100% 11

Why I believe Aldi needs a rebrand...

As you can see it is a rather black at Aldi, with the majority answer
and white set of results with being they never shop at Aldi with
many people not being aware others stating they possibly shop
of their strives in fighting climate at Aldi once every other week to
change but stating they would once a month. I also questioned
definitely shop more at Aldi if what people associate with a
they knew. I was surprised to shop such as Aldi. As expected
read how often people do shop “affordable” was a popular choice.

What do you associat e with Aldi?

Knock-off products.

Food goes off Cheap.
quickly. Messy displays.

Budget.

Fair Affordable. Less
prices. aesthetically
Budget quality. pleasing,

Low prices.

Fair.

Less choice Irregular stocking
of products. of products.

Working Class Wholesome.

If you could change one thing about Aldi
what would it be (e.g. branding, products,
website etc.) and why?

Labelling and display of products. Items are
often hard to find and there can be difficulties
identifying origin/price etc of products.
Branding is messy and looks a bit cheap.

More vegan products

Their brand, making it more
authentic to their mission

The quality of products they
sell as they go off quickly.

Results taken from my surveymonkey 13

Why I believe Aldi needs a rebrand... AN

SWOT
StrengthsCarbon Neutral.
116 years old. One of the best
Few name value for money
brands. supermarkets.

Well known Fewer products
as a budget- than big
supermarket. supermarkets,
therefore easier
Have a strong to keep costs
belief in their low.
brand.
A strong, loyal
SHistorical being customer base
that has been
shopping there
for years

Most sustainable The economic
supermarket of crash of 08'
2018. forced high-class
people to shop at
cheaper shops

NALYSIS
WeaknessesMessy branding
People do not
globally both know about their
digitally and sustainable side
physically
Only expect to
Budget ends up be producing
being associated 100% recyclable
with bad-quality packaging by
2025
The
demonisation Branding does
of the working- not match a
class makes Aldi sustainable
less desirable message
to certain
demographics Marketing fails
as it is seen as to target the
fact they're
W“poor”
sustainable

Missing out

on sales to

competitors due

to not branding

for today’s

society

15

SWOTWhy I believe Aldi needs a rebrand... AN
Opportunities

Competitors
constantly
lowering prices
Brand not
keeping up with
their core values
Logo outdated
Brand-gap

Obetween
marketing and
design

NALYSIS
Threats

The strong core
message of
sustainability
already present -
marketable

Whole new
customer base
untapped into
due to marketing
methods used

Future
collaborations with

Tsustainable brands
Gives an upper
hand to their
competitors due
to their amazing
environmental
accomplishments.

1177

Why I believe Aldi needs a rebrand...

SOCIAL
Aldi is an inherently working-

HIERARCHclass brand, their budget prices
of Birmingham stating that: “one
looks in vain for avocados or kiwi

and own-brand products allow fruit” (Rice. X, 2019). Tesco saw

for low-income households to
live comfortably. Their locations
are strategically placed in these
low-income areas in order to
get the most target-customer
footfall, refer to fig.1: Map of Aldi’s

& ALDIlocations in London - theyare
them as no threat going as far
as their managing director David
Malpas saying “we can live quite
happily in our part of the market
and they can live in theirs” (Rice.
X, 2019). Pierre Bourdieu, a French
sociologist, argued that human’s

all in the out-skirts of London in social structure divides itself into

mainly minority low-income areas ‘fields’, and those with a generally

as Aldi’s brand is tailored to them. more privileged background, may

The most central location is on that be in wealth, education or

New Kent Road which is still a post-code, dominate the field of

minority heavy low income area. power consequently those that do

Although Aldi is a budget brand, not enjoy these privileges fall a lot

they are notorious for being one lower down the social hierarchy

of the best-paid retail jobs. Since (Edwards. L, 2011, p.62).

2017, they have raised their staff

wages in the UK to be £8.53 an The importance of social hierarchy

hour and £9.75 an hour in London - was vastly significant in the UK

beating all their rival supermarket supermarket shopping scene

chains for the highest pay rate for many years. ‘Supermarket

(Aldi.com, 2019). Aldi has been Snobbery’, as the phenomenon

always been fighting for the fondly became known as, people

underdog, offering the people would be embarrassed to be

who can’t afford it better pay and seen with a budget supermarket

better prices for centuries. bag, if you were middle-class

you shopped at Waitrose if you

In the first years of Aldi being in were working-class or below

the UK, it was met with confusion you’d shop at Asda or Aldi. Verdict

from the big chains already Research, for instance, found

dominating the market, their that Waitrose had the highest

simple business model with a proportion of shoppers from

limited selection of products the professional social classes

seemingly posed no threat to A and B (47%) in 2004, followed

giants such as Tesco. A reporter by Sainsbury’s (34%), Marks &

from the times visited the Aldi that Spencer (22%), Tesco (21%) and

had opened up in the suburbs Safeway (17%). At the bottom of

HY

fig.1 Google Maps of Aldi locations in the London area.

“one looks in
vain for avocados
or kiwi fruit”

(Rice. X, 2019)

19

“31% of Aldi and Lidl
shoppers were from the “AB”
demographic, this section of
society described as upper
middle class”(Hyde. D, 2015)

the market, 72% of Netto’s shoppers were layout, music, smells etc. Bourdieu stated that
blue-collar Ds or Es, with Kwik Save (66%), there are many forms of capital exchanged
Lidl (54%) and Somerfield (50%) close behind between these specific fields of social-class,
(Jeffries. S, 2004). one being ‘cultural capital’ (Edwards. L, 2011,
p.63). There is significant importance in the
However, all this changed when the people value that symbols hold to their specific
of Britain experienced the cost of living crisis social class, their ‘taste’ defines each group
in 2008, many middle-class families began (Edwards. L, 2011, p.63). This is known as
shopping at cheaper stores to keep their living ‘Cultural Capital’ (Edwards. L, 2011, p.63). “The
standards high (Rice. X, 2019). This removed problem for supermarkets is they wish to
the ability to be a snob about where you provide a store environment that is attractive
shopped as everyone had to save pennies to a wide range of people to maximise their
where they could. Him! conducted research market share, while shoppers seem to want a
and found that 31% of Aldi and Lidl shoppers more differentiated environment where they
were from the “AB” demographic, this section will be surrounded by people ‘like themselves’,
of society described as upper middle class with whom they feel comfortable” says Peter
(A) or middle class (B) and comprises “higher Jackson, professor of human geography at
or intermediate managerial, administrative or Sheffield University (Jeffries. S, 2004).
professional” people (Hyde. D, 2015).
This is an issue for Aldi. They have never re-
In this new space, Aldi provided a space branded their aesthetic to attempt to fit this
for both working and middle-class alike, mixed culture of social classes. Unfortunately,
Bourdieu’s concept of fields of power no the working-class taste gets associated with
longer viable. Aldi has accommodated for tackiness, chavviness and poor quality (All in
this change in clientele, adding caviar to their The Best Possible Taste, 2012). This leads to
stores for the first time ready for Christmas not very design-driven stores and marketing
2014 retailing it at just £9.99 for 20g, while also as they assume working-class taste is not so
launching a premium range of wines still at refined. This is what I wish to change for Aldi. I
a budget price compared to their other big want to show you can provide a budget store
name competitors (Anderson. E, 2015). while also taking pride in your design and
However, class is not their only concern, marketing, this will also aid them in putting
aesthetics of a store matter to the customer’s forward their sustainable message in a clear
too - may that be in customer service, store articulate way.

social hierarchy:

A
+ Higher & intermediate managerial,

administrative, professional occupations

B

C1 Supervisory, clerical & junior managerial,
administrative, professional occupations

C2 Skilled manual occupations

D

+ Semi-skilled & unskilled manual occupations,
Unemployed and lowest grade occupations

E (UK Geographics, 2014)

2211

Why I believe Aldi needs a rebrand...

LOGO ≠ BRAND

F rom the data I fun of the redesign. Neumeier refers to it to
have collected
I feel confident Their lead competetor in his book ‘The Brand

Penny, a German Gap’ (p.2, 2006). The

in that Aldi does, in supermarket, decided consumers’ general

fact, need a rebrand to recreate their own feeling about a brand

that is more authentic logo in the same is personal to every

and in line with their simple way in which individual. As stated

current CSR act. Aldi Aldi did, even to go by Torsten H. Nilsen in

themselves are not as far as tagging Aldi his book ‘Competitive

strangers to a redesign, stating “Hey Aldi SÜD, Branding’ (p.50, 1998):

especially in regards don’t worry about it… it “many companies,

to their logo, having even looks funny with unfortunately, mix

redesigned their own our name” (translated these concepts. More

eight times since their from German) reaching than once a ‘new

opening, the most 5.9K likes until the post brand profile’ is being

recent redesign being ultimately got deleted announced with the

done in 2017. They (Hall. L, 2017). This was message that this will

commissioned the not the only backlash change the future of

German company Illion the redesign received, the company, but in

markensociataet (Aldi the gradient and 3D reality, it is only a new

SÜD, 2017). The press effect did not seem visual programme and

release provided by to match up with their once the novelty factor

ALDI states that Kirsten modernisation, as most disappeares, the brand

Geß, Communication brands are opting for is back to square one”.

Director at Aldi SÜD a flatter design with This is where Aldi fell

believes “the fresh simple colour schemes short, they seemingly

visual design of (Hall, 2017). A common confuse branding

the new logo fits misconception when and logos spending a

in perfectly with it comes to branding lot of money on their

Aldi SÜD’s current is that logo = brand. visual redesigns rather

modernization process,” This is simply untrue. than remarketing

(Aldi SÜD, 2017). A brand is everything themselves to aid their

However, many were associated with your brand’s development.

left unsatisfied with company, it is a “gut

the change, making feeling” as Marty

Aldi South
(© Aldi South)

2233

Why I believe Aldi needs a rebrand...

Back-lash Aldi saw on their new logo once it hit Twitter.
This particular thread had no positive replies in regards
to the logo re-design. It is clear the public do not
approve of Aldi’s current image.

(Logo_Geek, 2017)

25

Why I believe Aldi needs a rebrand...

SUSTAINABILITY
is the new black

Aldi still maintains that their Aldi, although moving forward

main brand is that they strive to with an innovative business

“offer high-quality products at the model, has remained stagnant in

best possible price” (Aldi SÜD, their branding not moving away

2017) and that might be true as from marketing themselves as

people do associate them with just a budget supermarket. They

“cheap” prices as you can see are missing a huge opportunity to

from the associated words shown showcase their environmentally

on page 12. However, people are friendly practices through their

still not shopping at Aldi as much marketing. Sustainability is a

as they should. Marty Neumeier buzz word for consumers today.

in his book ‘The Brand Gap’ (p.4- Nielsen’s Global Corporate

8, 2006) suggests that “a brand Sustainability Report (2015) found

is not what you say it is, it’s what that: 66% of global consumers

they said it is”. We have moved on would be willing to spend more

as a society from an economy that on a product if they knew it

once relied on mass production to be sustainable. However,

to mass customisation giving us sustainability is deeper than just

limitless options and less time being green, it involves three main

to weigh the pros and cons of a issues environmental, social and

product (p.8 Neumeier. M, 2006). economic (Lein. S, 2018).

People tend to rely on brands

as they have associations with Aldi is one of the few companies

them, they do not have to ask that address all these issues with

themselves the questions of “who their CSR statements. Aldi has

shops there? why do they shop addressed several different issues

there? how is it made? is it ethical? in their CSR, for example, they

is it cool? what does it look like? are working in collaboration with

who makes it?” if they can trust Fairtrade to support their female

whoever makes it they can buy flower growers in Ethiopia they

it quickly without much second state: “We are supporting women’s

thought (p.8 Neumeier. M, 2006). empowerment for flower growers

“Brands & Stands: Social purpose is
the new black” (Shelton, 2018) found
users support corporate activism
finding that 86% want companies to
stand for social issues leading to 64%
of them stating they are more inclined
to buy from such companies.“

in Ethiopia, where Aldi is the only for life and reusable carrier bags (ALDI.com/responsible-
British retailer sourcing Fairtrade made from back-of-store plastic recruitment-toolkit, 2019)
flowers. We think that it is waste (Aldi, 2019). They are also
essential to support the countries showing their support of the 2277
around the world where our idea of a national deposit-return
products are produced in order to scheme (DRS) for plastic bottles
address equality challenges and (Aldi, 2019) much like the schemes
create fair and supportive working put in place in countries such as
environments.” (Aldi, 2019). They Denmark called the “pant” system
also state that they only stock in which different levels of “pant”
100% responsibly sourced fish as equates to different amounts of
of 2018 working in collaboration money you receive for recycling
with Marine Stewardship an item at a designated ‘pant’
Council (MSC), Aquaculture station (Dansk Retur System,
Marine Stewardship Council 2019).
(ASC), Global GAP and Global
Aquaculture Alliance BAP (2 star) “Brands & Stands: Social purpose
even providing a link to their is the new black” (Shelton, 2018)
fishery suppliers on their website found users support corporate
for their customers to educate activism finding that 86% want
themselves further (Aldi, 2019). companies to stand for social
They are also fighting to reduce issues leading to 64% of them
packaging and plastic usage in stating they are more inclined
their stores, in March 2018 they to buy from such companies.
embarked on making all their It is clear that consumers see
own-brand packaging recyclable, an incentive to buy sustainably
reusable or compostable by the sourced products, however
year 2022 (Aldi, 2019). They also unfortunately without the correct
stated that they have removed all messaging and marketing
5p carrier bags from their stores, consumers will end up buying
instead offering customers bags from the competitors (Lein. S,
2018).

Why I believe ALDI needs a rebrand... BRAND P RELEAS

MEDIA
EASE SOCIAL ERSEPTION PRESS

PRESS RELSocial media, press releases, ad campaignsMEDIA ELEASE
and general brand perception all need SOCIAL
special attention to allow your consumers
CIAL M to see what your company stands for (Lein. AMPAIGNS
S, 2018). All the information in regards to
EDIA Aldi’s efforts to be sustainable is supplied
by their own website, however, it is hidden

PREat the bottom of their page within their CSR
SS Ract. Aldi’s main website makes it very hard

to access all of this inspiring information
about their business, you have to know you’re
looking for it before you can find it. They even
offer vegan and vegetarian recipes, tips on
how you can live a more sustainable life, tips
on how to correctly store food so it does not
go off as quickly etc. (Aldi, 2019) among so
much more. The research I conducted shows
people are unaware as Aldi’s website alone
supplies help to a multitude of the issues
people stated they’d change about Aldi.

They are lacking the marketing and tools
to make this information about their
accomplishments known to the general
public. Rebranding this business as a mainly
sustainable one rather than just a budget one
will allow for Aldi to see growth as a whole.
The current market values sustainability over
cheap produce in general anyway, however,

Aldi offers both so why sacrifice one in
their branding?
PRESS ERSEPTION BRAND P DC
S CAMPAIGN AD
RELEASE

ERSEPTIONSE MPAIGNS SOP CA
PRESS R
ERSEPTION The first step I will be
BRAND P RAND P taking in attempting to
A RELEASE create a more cohesiveCIAL MEDI
A brand for Aldi is, yet
another, logo redesign.
ELEASE PRESS Although I have statedDIA
that a brand ≠ logo, Aldi’sBRA
current logo is holding ION
them back from their full
PTION potential due to what
ND PERSE their consumers already
associate Aldi’s long
ERSEPTION standing logo with.

EDI SOCIAL ME

As stated by Neumeier in 'The
Brand Gap' (p.15, 2006) there
is often a rift in a company
between it's "left brain and right-
brained side". The strategists
and marketing teams favour
that of logic, analytical left-
brained thinking, whereas the
creatives and designers utilise
emotional intelligence, visuals,
and intuition of right-brained
thinking (p.15 Neumeier. M,
2006). This can allow for an
innovative marketing strategy
to fail where it counts most - at
the hands of the customer - as
the message gets muddied
up through lack of successful
communication between the
two sectors of the business (p.15
Neumeier. M, 2006). There needs
to be a complete redesign for
Aldi as their brand gap is large
and apparent in their confusing
marketing and branding.

2299

THE REB
stage 1: logo

BRAND.

31

fixing aldi’s b rand

“To build real
brands you need
to build strong
values. It is by
having strong
values linked to
your brand that
the brand will
have commercial
power and stay in
the minds of the
customers for a
long time.”

Torsten H. Nilsen, 'Competitive
Branding' (p.50, 1998)

g

a Luckily for Aldi, they have built
p up very strong core values
within their business. Where
the gap lies within their brand is
communicating these values to
their customers in a simple and
articulate way. Their current
logo (shown on page !!!!) does
not articulate the way in which
Aldioperates, it is busy, uses
a gradient, has an almost 3D
effect and is very boxy - it does
not utilise the power of visual
language to communicate their
simple, affordable, and ethical
business model. Mood boards
are a useful way of mapping out
what you see for the future of
your company. I created a mood
board to reflect what I see for
ALDI’s future brand on the
following page.

3333

vision for

Akzidenz-Grot

Light Reg

tesk BQ DIN Alternate

Med Bold Bold condensed

Ralewayaldi’s future.
35
Light Med Bold italic

The rebranding process : stage 1 logo...

“ The e x p e r i e n c e your
customers have with you
should be the s a m e in
person, on the phone, online
and on your social media
networks. If it’s n o t , they’re
more than willing to express
“their d i s a p p o i n t m e n t
with you - and your brand...

(Dietrich. G, 2015, p.104)

This is part of Aldi’s brand gap issue. As
shown on page 25, customers were not
afraid to raise their opinions and concerns
in regards to Aldi’s logo redesign. Though
this was mostly concerns regarding the
aesthetic of the logo, through all my research
I can conclude that it is true that there is no
cohesion between Aldi’s online or physical
presence, customer experience or the core
values their business holds. This makes for a
confusing brand for consumers, with many
having such wide variations of what Aldi
stands for to them.

My aim in for this rebrand is to align all of
Aldi’s marketing and visuals to their core
message of sustainability. This is because
I believe that sustainability while being a
necessary step for the businesses of today
to take, is also a huge selling factor as
customers appreciate a sustainable brand.

2017 Aldi logo re-design.
Homepage Aldi.co.uk website.

Instagram Aldi Aldi Promotional
Süd Posters.

Instagram Aldi Nord

Instagram Aldi UK

There is only one running theme throughout
Aldi’s branding on different platforms, and that
is busy.

I want to create a simple coherent message
throughout their branding. Starting with the
logo.

37

IThe rebranding process : stage 1 logo...

logo re-design

ALD

Akzidenz-Grotesk BQ Bold

I initially began experimenting with linear forms, taking inspiration from
Aldi's pre-existing logo. I utilised the blue line form "A" in the back of the
original logo turning it into a stylised mountain. This logo utilises the
iconography of the mountain to connote sustainability to the customer.
I changed the colour scheme to fit a "green" company, opting for
earthy colours while staying true to Aldi's colourful brand with pops
of blue and yellow. I used the font Akzidenz-Grotesk BQ in Bold, as
it is simple and not too different from the sans-serif font Aldi utilised
before. However, I believe this logo is too busy to reflect the brand I
am pushing for. I wish to connote a simple, sustainable, healthy brand
to their customers.

I ALD

ALDI

Akzidenz-Grotesk BQ Bold

An iteration of the first logo. I replaced the soft pastel earth tones with
loud colours that were more true to Aldi’s current logo. I did this to see
whether it was possible to combine old Aldi with my vision for new
Aldi. Although the iconography is still strong, I believe the logo itself
remains to look outdated.

39

The rebranding process : stage 1 logo...

DALI al
di

Akzidenz-Grotesk BQ Bold

I wanted to develop a design that was incomparably different from
Aldi's current logo. This lead to the idea of breaking up the AL and
DI as they constitute two separate words: Albrecht and Discount. I
did this to visually represent the two sides of Aldi's brand I wish to
market: sustainability and fair prices. The Albrecht brothers are the
heart of Aldi's sustainable roots, therefore, I wanted to separate their
name from the fact Aldi is also discount to emphasise the two sides
of the brand. The tree represents the Albrecht brother's giving back
to the planet by growing the tree out of their name. However, utilising
Akzidenz-Grotesk BQ in bold capitals along with the all green colour
scheme seemed eerily similar to that of another big supermarket
chain's logo. Therefore, I experimented with adding brown to the tree
and lowercase lettering for Aldi.

al al
di

Akzidenz-Grotesk BQ Bold

I liked this concept so I decided to split the colours up further.
Changing the green to a blue colour to look more like the Earth.
Additionally, I felt as if the tag line "for the people & the planet" fit their
message. I decided to see if the logo would still read in line work and it
does get less readable. Therefore I continued to iterate further.

41

The rebranding process : stage 1 logo...

aldi

for the people & the planet

aldi

for the people & the planet

Akzidenz-Grotesk BQ Bold & Regular

I then opted to go more subtle in my iconography of Aldi. Opting for
just text and a simple leaf over the ‘i’. Using Akzidenz-Grotesk BQ in
both bold and regular. The slimmer one connotes a healthier brand
rather than the heavy bold. The tag line “for the people & the planet”
placed underneath to show people what Aldi really stands for. From
this, I experimented with a new font; Raleway. I already had Raleway
listed on my mood board. The segmentation of Aldi and the tagline in
two different fonts looked more appealing allowing Aldi to stand out
more. I decided this was the route I wished Aldi to take their brand.

aldi
for the people & the planet .

I believe this logo is the strongest iteration I produced as it is both a elegant
wordmark logo while utilising abstract marks (the leaf above the i). The
segmentation of the logo and tag line fonts allows it to be broken up simple
visually and for the tagline to not draw attention away from Aldi's name. bold
Raleway is a smooth bold font that when placed with a green colour iconic
connotes a healthy living brand. DIN Alternate is a heavier font, this
allows for the tag line to also be eyecatching without taking attentionLinework ver.C= 54
away from the main logo of Aldi. M= 0
Y = 64
Raleway Medium K=0

DIN Alternate Bold C= 56

for the people & the planet . M= 26

Y = 33 43
K=0

The rebranding process : stage 2 product development...

product
development

In order to bring the new logo to
life, I have created some mock-
ups of a new reusable canvas tote
bag to be sold in place of plastic.

I also produced a mock-up
for a possible new product for
Aldi: a bi-monthly sustainability
handbook. This would include
information about Aldi’s new
efforts to be sustainable,
sustainable lifestyle habits and
tips, recipies over a range of
dietary requirements from meat,
vegetarian, vegan, and free-
from substitutes accompanying
each recipe. It would be printed
on recycled waste paper from
the storage units of Aldi. This is
much like the grocery bags they
already produce from back waste
recycled plastic.

I propose that to accompany
Aldi’s new tag line of “For the
People & The Planet” we create a
‘sustainable line’ of products that
go by the same name, such as an
Aldi bamboo toothbrush, mason
jars, glass food storage boxes
etc. to help go along with the
sustainability handbook.

Tote bag mock up
Possible series of different
iconography: replace tree print.

45

The rebranding process : stage 3 website...

website
re-design
Aldi ‘s current website
concerns and tweak their
seems to hide their sustainable message to more appropriately
accomplishments at the bottom meet their needs. Aldi is very
of their page under their CSR well known as a budget brand,
tab. This is something I want to no one will be shocked to hear
change. By redesigning their about their low prices. Customers
website to not only be more have raised their concerns
aligned with the simple branding I in regards to the out-dated
wish to maintain, logo, however, in the survey I
but I wish to also bring to light all conducted on page 13 you can
of the good they do in the world. see customer’s are unaware of a
I decided to produce a more lot that Aldi has to offer such as
‘blog type’ website, something a wide range of vegan products
that gives more of a sense of and recipes already. It is time for
community to their customers. Aldi to rebrand and listen to their
Rather than having loud red customer’s needs for their brand.
symbols all over their products
showing how reasonably priced This website offers several
they are, I have opted for muted new things to Aldi’s customer
tones and a news feed as Aldi’s base; less busy visuals to help
customer base already know they navigation, clear segmentation
are a cheap brand, they need of products, clear information
educating on their sustainability about their CSR, and a news feed
efforts. that will allow customers to stay
updated with Aldi as a brand. I
As stated by Gini Dietrich in ‘Spin would also like to implement a
Sucks’ (p. 105, 2015) there are system whereas when customer’s
certain efforts a company can shop more sustainably Aldi will
make to change brand perception plant a tree for a certain amount
one of which is to be vigilant, not of money spent. This would
just in repeating your brand’s accompany the graphic of the
current message incessantly but tree stating how many trees Aldi
my listening to your customer’s have planted since the start of the
conversations about your brand. promotion.
In this age of social media, a
company should find it very
easy to listen to their customer’s

47



4499

marketing
the
re-brand.

In order to market the new re- will be acclimatised to getting their
brand successfully, I will utilise information from posters around
older marketing techniques as their local area. I will also place them
well as new. I produced some in more gentrified areas, such as
simple posters to welcome Aldi’s Shoreditch or Hoxton area, in order to
new rebrand. They will appear attempt to attract new attention from
on bus stops around the low- a millennial audience that cares about
income areas in which Aldi is the sustainability of a brand. They
usually located. These are simple will also be featured in tube stations,
marketing techniques are usually billboards etc.
utilised by Aldi and therefore
the pre-existing customers As another marketing campaign for the
re-brand, I propose several pop-ups
Try our new vegan promoting their sustainable message.
recipies instore & It would be an educational booth as
online. well as supplying a ‘sustainable life
starter kit’ which would consist of an
aldi Aldi bamboo toothbrush, a tote bag,
for the people & the planet . a reusable coffee cup and a mason
jar. All of which will be coming from
their new ‘for the people & the planet’
sustainability line. Other supermarkets
such as Target have held pop-ups
to showcase the products they had
on sale, in 2013 they set up a giant
dollhouse in Grand Central Station
in New York to help promote their
new line of homeware - aside from
having featured products available
to purchase at Target they also had
make-up artists in the bathroom ready
to glam people up and real Target