Getting to Know Peter Ungersböck: T&T’s Guideline Guru
If there’s one person who knows T&T inside and out, it’s Peter Ungersböck . Having joined the team back in 2012, he’s been part of the T&T story for nearly 14 years — long enough, he jokes, to be “part of the furniture.” Over that time, as T&T’s Brand Guidelines Manger, Peter has seen brands rise, fall, and reinvent themselves. He’s watched creative trends come and go and played a part in shaping some of the most recognisable brand identities in the retail world.
“A lot has changed,” he says, reflecting on his time here. “But one thing that hasn’t is the creative spirit, that’s always been the same. It’s what makes this place special.”
Building the Bible for Aldi Süd
When asked about his greatest achievement so far, Peter doesn’t hesitate. “It’s definitely the creation of the big brand guidelines for Aldi Süd,” he says with a smile.
Known internally as the General Information Guideline (GIG), this ambitious document became the cornerstone for how Aldi Süd packaging is built across hundreds of products and dozens of categories. “It covers all the non-brand elements — barcodes, callouts, layout rules – everything that sits behind the design,” Peter explains. “It’s the bible for how to create an Aldi Süd pack.”
The project took over a year to develop, evolving from a fuzzy concept into a detailed, functional, and beautifully structured guide that’s still being used today. “A great guideline,” Peter says, “answers every question a designer might have, from how the logo should appear to how photography should be treated – but it also leaves room for creativity. The best ones are clear, precise, and flexible enough for unusual formats and new ideas.”
And how does he know when a guide really works? “When no one emails with questions,” he laughs. “That’s the real test. A great guide speaks for itself.”
The Future of Guidelines
Peter has a keen eye on what’s next, especially when it comes to AI and digital tools. “I think guidelines will become much more adaptive,” he predicts. “Rather than a PDF or document, imagine a platform where designers can upload a file and get instant feedback on whether it fits the rules.”
That future, he says, is already taking shape — but he doesn’t see it replacing the human side of the process. “Branding is still about emotion and instinct,” he says.
“AI can help check for consistency, but it can’t replace the creative conversations that bring a brand to life. There will always be a human element.”
The Power of Conversation
Ask Peter what tool he couldn’t live without, and you might expect him to name a design program — but his answer is simple: conversation.
“Talking to people — clients, designers, artworkers – is the real foundation of everything,” he says. “That’s how you align on the details, make decisions, and build something that works. A good guideline is basically the result of lots of good conversations coming together.”
Beyond the Studio
Outside of work, Peter’s creativity takes a more playful turn. He’s an avid collector of La Bubus, a series of tiny, mischievous toy figures created by a Hong Kong designer now based in the Netherlands. “They’re somewhere between cute and cheeky,” he says. “When I first saw them, I fell in love with their character. They remind me how simplicity and imagination can make such a strong connection, just like good branding.”
When he’s not admiring his growing collection, Peter loves spending weekends with his partner, indulging in a long, continental breakfast – “different breads, cheeses, and cold cuts… but never a British fry-up!” Followed by a visit to an art exhibition or a day trip somewhere new.
If he could spend a year anywhere in the world, Peter wouldn’t hesitate: Tokyo. “The visual precision there fascinates me,” he says. “It looks chaotic, but nothing is unintended. Every detail is considered. It’s such a beautiful place for design.”
In short: Peter embodies what makes T&T tick – creativity, curiosity, and collaboration. He’s proof that great design isn’t just about rules on a page, but the conversations, ideas, and imagination that bring them to life.
