Under the HOME CREATION brand, ALDI North and ALDI South offer a wide range of innovative and high-quality products for the home. The range extends from home and bathroom textiles to office, craft and gift items, decorations, seasonal products and furniture. As part of the relaunch, the brand was revised to create a uniform and modern design that strengthens the identity of ALDI North and ALDI South in equal measure.
With the strategic decision to establish a joint brand for both divisions, the challenge was to develop an overarching, harmonious design that conveys the values and ensures clear recognizability. Our aim was to create a visual language that combines modernity, quality and inspiration.
As part of the relaunch, we fundamentally revised the logo and developed a consistent branding that is not only contemporary and stylish, but also conveys a warm, inviting atmosphere. It was particularly important to emphasize the emotional component of living: A home is not just a place, but an expression of personality, creativity and well-being. The new design addresses precisely this need – it invites you to use the products to create a personal, harmonious and inspiring living environment.
The uniform visual design makes the brand more recognizable and creates a strong link between the various product categories. At the same time, the modern design ensures that the brand clearly stands out from the competition and immediately catches the eye on ALDI shelves. The result is a coherent, trustworthy and inspiring brand world that encourages customers to personalize their homes with creative and high-quality products.
With a color concept for the individual categories, we create an intuitive and consumer-friendly overview of the very wide range of products. In order to be able to assign individual items to the “Standard” and “Premium” categories, we have developed a stronger differentiation in product design. The comprehensive style guide systematizes design elements and applications and ensures a consistent brand experience.
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Our client: Aldi
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