Rebranding Aldi.

clean bold employees helping people around
(Van Den Bergh. M, Behrer. M,
2016, p.102). This shows that these
events are commonplace and will
attract attention if done correctly.
Aldi will be able to clearly promote
their sustainable values while also
maintain marketing their re-brand
and products.

The posters I decided are specific
to deliver a certain message to the
audience. They utilise visual ques
and simple visuals to evoke strong
emotions on first glance.

I revisited a select few of the
individuals that participated in my
original survey asking for what
words they would now associate
with Aldi.

organic

raw healthy

green vegan

environmental
home

cooking

51



53

The rebranding process : stage 4 marketing...

social media.

AldiUK Instagram feed. For a social media campaign, I will
primarily be focussing my efforts
on Instagram. This is due to the
marketing of this campaign falling
heavily upon millennials, who use
Instagram regularly.

I believe that Aldi UK has already
captured a very solid Instagram
feed that fits well with the rebrand.
It is already very recipe-driven and
contains predominantly earthy
colours. In order to streamline
Aldi's online presence, I suggest
all three Instagram feeds follow a
similar format. They are currently
holding their 'Vegetarian Week'
hence each post containing a
vegetarian recipe. Their Instagram
is already very on point with
where I see Aldi's future, their
feed should, however, include
more references to their
sustainability efforts rather than
focus on solely food. Especially
with the introduction of their
new sustainable line. I believe
promotions via Instagram stories
are also a necessity. They already
promote a lot of their sales etc.
however they should focus more
on sustainability, also allowing
more design-driven stories to be
posted. This will allow for people
to want to stay on the stories for
longer due to it being easier on
the eyes.

AldiUK’s Instagram
story feed.

aldi
for the people & the planet .

aldi Proposed future for
for the people & the planet . Aldi.

I produced some simple mock ups of what Aldi could produce as Instagram

stories compared to what they are using currently. They both utilise the same

campaign being ran by Aldi (flower fridays) however, one aims to educate people

of Aldi’s successes in the field. This also gives people an extra insentive to want to

purchase flowers from Aldi as they believe they will be supporting a good cause

and organisation. 55

re-brand
backlash?

With a change this substantial there will always be a few challenges
the company will face. Customers are not shy to express their opinions
whether positive or negative and this is only truer now with the age
of social media. A design-driven re-brand from Aldi may alienate
the current customer base. We have to be aware of the fact that
Aldi is inherently here for the working-class, as established by the
locations, prices and constant reminder of their budget label. Having
Aldi modernise away from their long-standing branding roots may
make people feel as if they do not know the brand anymore. Henry
Assael, author of 'Consumer Behaviour and Marketing Action' (p.416,
1998) states that "the substantial differences among social classes
in the purchase of clothing, furniture, appliances, leisure goods,
financial service and food products provide marketers with a basis
for segmenting consumers. For example, upper classes are likely to
emphasize style and colour in purchasing appliances, whereas lower-
classes consumers emphasise appliances that work".

Assael's words can be applied to Aldi as they are more focussed on
products that work for a cheaper price point, working-class culture
inherently is not aesthetically-driven. This re-brand aims to allow for
working-class businesses to also be aesthetically pleasing, as well as
functioning however that message may get lost along the journey with
people assuming they're rebranding for the higher classes. This can
be combatted with the pop-ups that will showcase their low prices
alongside their new re-brand.

“Around the world, there are often stark
environmental disparities between social
classes in terms of air quality; accident risk;
proximity of waste disposal sites; blighted
neighbourhoods; chemical toxicity; food
poverty; inadequate transport; fuel poverty;
and flood risk” Karen Bell, 2014.

Although the design for this new rebrand is aesthetically pleasing, it's
purpose is to showcase Aldi's sustainable core. Working-class people
usually face the brunt of the negative effects of climate change
without realising. As stated by Karen Bell in 'Achieving Environmental
Justice: A Cross-National Analysis' she makes the observation that
around the world, there are often stark environmental disparities
between social classes in terms of air quality; accident risk; proximity
of waste disposal sites; blighted neighbourhoods; chemical toxicity;
food poverty; inadequate transport; fuel poverty; and flood risk (2014).
Therefore, the local Aldi rebranding as a sustainable supermarket
allows working-class people to educate themselves on the issues
they knowingly or unknowingly live with and how to lessen the effects
for the planet and, in turn, themselves.

5577

Aldi’s re-brand:

My proposed rebrand would address the key areas
in which Aldi's brand gap falls. These include:
giving a cohesive aesthetic to all their online
platforms, matching their marketing to their
sustainable message allowing for new interest from
an increasingly ethically aware customer base,
modernising their brand, and changing the layout
of their store to match the new modernised
re-brand.

This re-brand allows for Aldi to no longer diminish
their sustainability accomplishments behind
the guise of being a budget supermarket, it also
does not take away Aldi from being a budget
supermarket, more it enhances that message.
Being a budget brand does not mean you cannot
be design-led. It should not only be the higher-end
brands that focus on their creativity, as creativity
led brands can instil passion in their customers as
stated by Marty Neumeier in 'The Brand Gap' "It's
magic, not logic, that ignites passion in customers"
(p.73, 2011).

It is proven that millennials care more about
sustainable shopping while also having less
money than generations before due to the fall in
our economy. We are in the perfect climate for a
sustainable budget brand like Aldi to sky-rocket.
This rebrand will help place Aldi back on the map
as a heavy hitter in the supermarket industry.

aldi
for the people & the planet .
59

Bibliography:

Aldi.co.uk. (2019). ‘Responsible Fish.’ [ONLINE] Clayton, A. (2019). ‘Supermarkets.’ [ONLINE]
Available: https://www.aldi.co.uk/responsibly- Ethical Consumer Available: https://www.
sourced-fish [accessed 7 May 2019]. ethicalconsumer.org/retailers/shopping-
guide/supermarkets [accessed 4 May 2019].
Aldi.co.uk. (2019). ‘Reduce, Reuse, Recycle’
[ONLINE] Available at: https://www.aldi.co.uk/ Dansk Retursystem. (2019). ‘Deposit amounts
reduce-reuse-recycle [accessed 7 May 2019]. in Denmark.’ [ONLINE] Available: https://www.
danskretursystem.dk/en/all-about-deposits/
Aldi.co.uk. (2019). ‘Women’s Empowerment deposit-amounts/ [accessed 7 May 2019].
Project’ [ONLINE] Available: https://www.
aldi.co.uk/fairtrade-womens-empowerment Dietrich, G. (2015). ‘Spin Sucks’. 2nd ed. United
[accessed 7 May 2019]. States of America: Pearson Education inc.

Aldi.co.uk. (2019). ‘Corporate Responsibility- Edie.net. (2019). ‘Aldi to install 96,000 solar
Our People- Equal Opportunities’ [ONLINE] panels across UK stores this year.’ [ONLINE]
Available: https://www.aldi.co.uk/about-aldi/ Available: https://www.edie.net/news/6/
corporate-responsibility/people/equal- Aldi-to-install-96-000-solar-panels-across-
opportunities [accessed 17 May 2019]. UK-stores-this-year/ [accessed 4 May 2019].

Aldi.co.uk. (2019). ‘Responsible Recruitment Edie.net. (2018). ‘Aldi on track to be carbon-
Toolkit.’. [ONLINE] Available: (ALDI.com/ neutral by 2019.’ [ONLINE] Available: https://
responsible-recruitment-toolkit, [accessed 7 www.edie.net/news/6/Aldi-on-track-to-
May 2019]. reach-carbon-neutrality-in-UK-operations-
by-2019/ [accessed 5 May 2019].
Anderson, E. (2015). ‘Half of UK households
are now shopping at Aldi or Lidl.’ [ONLINE] Edwards, L. and Hodges, C. (2011). ‘Public
The Telegraph. Available: https://www. Relations, Society & Culture.’ 1st ed. London:
telegraph.co.uk/finance/newsbysector/ Routledge.
retailandconsumer/11342283/Half-of-UK-
households-are-now-shopping-at-Aldi-or- Francis, R. (2019). ‘The British Supermarket
Lidl. [accessed 17 May 2019]. Revolution, Money Life.’ [ONLINE]
Available: https://www.ukcredit.co.uk/
Assael, H. (1998). ‘Consumer Behaviour and money-life/easylife/supermarket-revolution-
Marketing Action.’ 6th ed. Ohio: South-Western aldi-lidl/ [accessed 4 May 2019].
College Publishing
Geographics, U. (2014). ‘Social Grade A,
Bergh, J. and Behrer, M. (2016). ‘How Cool B, C1, C2, D, E - UK Geographics.’ [ONLINE]
Brands Stay Hot.’ 3rd ed. London: Kogan Page. Ukgeographics.co.uk. Available: https://www.
ukgeographics.co.uk/blog/social-grade-a-b-
Careers.aldi.us (2019). ‘About ALDI.’ [ONLINE] c1-c2-d-e [accessed 17 May 2019].
Available: https://careers.aldi.us/about
[accessed 4 May 2019].

Hall, L. (2017). ‘ALDI Reveals New 2017 Logo Neumeier, M. (2006). ‘The Brand Gap.’ 1st ed.

and Rival Chain Pokes Fun At It.’ [ONLINE] Indianapolis, Ind.: New Riders.

Custom Logo Shop. Available: https://www.

customlogoshop.com/blog/aldi-reveals- Nielsen.com. (2015). ‘The Sustainability

new-2017-logo-and-competitor-pokes-fun-at- Imperative.’ [ONLINE] Available: https://www.

it/ [accessed 7 May 2019]. nielsen.com/us/en/insights/reports/2015/

the-sustainability-imperative.html [accessed

Hyde, D. (2015). ‘One in three Aldi and Lidl 7 May 2019].

shoppers is ‘upper or middle class’. [ONLINE]

The Telegraph. Available: https://www. Nilson, T. (1998). ‘Competitive Branding,

telegraph.co.uk/news/shopping-and- Winning in The Market Place with Value-Added

consumer-news/11473701/One-in-three-Aldi- Brands.’ 1st ed. Chichester: J. Wiley & Sons

and-Lidl-shoppers-is-upper-or-middle-class. Ltd.

html [accessed 17 May 2019].

Shelton Communications Group inc. (2018)

Jeffries, S. (2004). ‘What Your Supermarket ‘Brands & Stands: Social purpose is the new

Says About You.’ [ONLINE] the Guardian. black’ [ONLINE] Available: https://sheltongrp.

Available: https://www.theguardian.com/ com/insights/brands-stands-social-

lifeandstyle/2004/mar/12/foodanddrink. purpose-is-the-new-black [accessed: 7 May

shopping [accessed 17 May 2019]. 2019]

Bell, K. (2014) ‘Achieving Environmental Justice: SurveyMonkey. (2019) ‘Aldi Survey’ [ONLINE]
A Cross-National Analysis.’ Bristol: Policy Press. Available: https://www.surveymonkey.
com/r/RDLYPRP [accessed: 5 April 2019]
Lein, S. (2018). ‘Why Sustainable Unternehmen.aldi-sued.de. (2017). ‘ALDI
Branding Matters.’ [ONLINE] Forbes.com. SÜD - Pressemitteilung - Unternehmenslogo
Available: https://www.forbes.com/sites/ ALDI SÜD Gruppe.’ [ONLINE] Available: https://
theyec/2018/08/20/why-sustainable- unternehmen.aldi-sued.de/de/presse/
branding-matters/#3e89cf735b6e [accessed pressemitteilungen/unternehmen/2017/
7 May 2019]. pressemitteilung-aldi-sued-gruppe-
relauncht-weltweit-unternehmenslogo/
Logo_Geek (2017) ‘Aldi has a new logo [accessed 7 May 2019].
#LogoDesign #Branding’ [ONLINE] Twitter.
Available: https://twitter.com/Logo_Geek/ 61
status/839757292526534656/photo/1?ref_
Suresrc=twsrc%5Etfw%7Ctw
camp%5Etweetembed%7Ctwterm%5E
839759585548382209&ref_url=https%3A%2
F%2Fwww.customlogoshop.
com%2Fblog%2Faldi-r
eveals-new-2017-logo-and-competitor-
pokes-fun-at-it%2F [accessed: 7 May 2019]

Photo References:

moodboard.

'Cookbook' Photo by Dan Gold on Unsplash
'Corner of Tote' Photo by Mel Poole on Unsplash
'Family cooking' Photo by Rustic Vegan on Unsplash
'Grocery store' Photo by nrd on Unsplash - grocery store
'Grocery store veg' Photo by Sylvia Zhou on Unsplash
'Hand holding plant' photo by Noah Buscher on Unsplash
'Net bag' Photo by Sylvie Tittel on Unsplash
'Plant building' Photo by Victor Garcia on Unsplash
'Paper bag of fruit' Photo by Kristina Tripkovic on Unsplash
'Tomatoes' Photo by Markus Spiske on Unsplash

'Green
'Kids play

'

'Ro

'Trees fro

'Yellow a

website/posters.

'Bouquet' Photo by Annie Spratt on Unsplash
n sandwich' Photo by Alexandra Golovac on Unsplash
ying with water' Photo by Abigail Keenan on Unsplash
'Man holding beet' Photo by Heather Gill on Unsplash

'Pancakes' Photo by Alison Marras on Unsplash
oot vegetables' Photo by Heather Barnes on Unsplash

'Smiling girl' Photo by Shwa Hall on Unsplash
om below' Photo by Monika Grabkowska on Unsplash

'Vegetables' Photo by Brooke Lark on Unsplash
and green veg' Photo by Nadine Primeau on Unsplash

63