ALDI REBRAND
ALDI has been in the grocery industry for a while now. While fresh produce will always be the star of the show, it’s important to communicate this through marketing in the world of social media and the online industry. Many are ordering their groceries online and are unaware of the convenience that ALDI brings to the table.
With this ALDI rebrand, I aim to attract younger generations and college students to show that ALDI can be their go-to grocery chain for affordable and fresh foods.
The new brand tone is light-hearted, innovative, approachable, warm, and exciting. It’s important to highlight the idea that grocery shopping doesn’t have to be a chore, especially not at ALDI. The innovation and convenience found at ALDI allow customers to plan their meals at home with excitement.
With the snack boxes, ALDI is able to encourage customers to try out select snacks sold only at ALDI, including them in their healthy and quick ALDI meals throughout the week. This encourages young customers to think positively about their grocery shopping experiences, allowing them to to feel comfortable and confident that they are eating the freshest foods for a fulfilling price. ALDI’s goal is to reach out to young adults and ensure them that grocery shopping doesn’t have to feel intimidating or frustrating as it may seem, but rather convenient and comfortable. They will be in and out of the store in no time, with a motivation to come back and create more quick, affordable, and healthy meals.
The subscription snack boxes follow the new rebrand of ALDI. The fun and groovy nature of the typeface and color palette expresses cheerfulness and warmth, a feeling that can only stem from a customers shopping experience at their local ALDI grocery store.
The organic shape of the new logo, which is also featured in the form of a character, Aldi-Pod, holds the abstract nature of a fruit or vegetable. The logo was built on the mission and idea of convenience and innovation - elements that are different in ways but connected in more.
Two forms of advertisements, both print and digital, were designed with the idea of wonder, innovation, and exploration. ALDI grocery stores are located throughout the nation and are always in the most convenient places. With this mindset, I compared an ALDI store to a vending machine in the middle of the jungle, symbolizing that you can find an ALDI almost anywhere. The vending machine holds food products that one may find at the grocery store.
The digital advertisement follows the vending machine in the jungle theme, with quarters scattered across the dirt path leading to the vending machine.
