ALDI Project Fresh

CompanyLandini Associates
DesignerLandini Associates
PrizeHonorable Mention
Project LinkView
Entry Description

ALDI engaged us to reinvent their store experience and elevate customer perceptions in Australia. The key challenge was to upgrade the store environment, hero product quality and encourage customers to shop across the whole store, whilst respecting the brand’s positioning as a low cost budget option. Low cost yet real materials add to the perception of freshness. Planning is completely rethought, with certain categories articulated for greater consistency, alongside key messaging to appeal and drive shoppers. An LED lighting system reduces glare and running costs whilst improving ambience and colour rendering. Whilst most discount brands ‘shout’ with marketing, pricing, bright colors and products in bulk to say ‘Value’, this new ALDI concept goes against the grain. It is an example of excellent design because it isn’t flashy, expensive or trendy. Its success can be seen in a significant sales increase as well as its uptake from other ALDI regions globally.

About Designer

Landini Associates are a team of designers and strategic thinkers from around the world, based in Sydney. Our work tends to be multi-skilled so we practice strategy, architecture, interior, graphic, product, furniture and digital design. Most of our projects engage all of these disciplines and currently we are working in Australia, North America, the UK, Korea, the UAE and Singapore.