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It was a challenge to redesign one of ALDI’s most recognisable, promotional brands, the ASIA range. We needed to preserve the iconic brand colours to ensure consumer recognition, but with a modern twist.

The illustrations used depicted different regions in Asia and showcased the heritage of the dishes.  The concept was rolled out across a large product range and we were subsequently asked to create additional designs for the Indian cuisine. To ensure differentiation, we introduced contrasting colours and a stylised version of the logo.


As with many of the brands we create, we developed a comprehensive brand guideline to ensure brand compliance across the vast product range.