A sweet pinch of love

The Client – ALDI North and ALDI South brand collaboration across European markets.

The Challenge – Inspire a new generation of bakers to enter the kitchen, fuelled by creative social content and the rise of popular baking shows. Add fun and flavour to enrich a traditional brand, ensuring it stands out with irresistible shelf appeal, in ALDI’s stores and baker’s kitchens.

The Solution – Bakers thrive on the joy of sharing their delicious creations. To capture this heartfelt emotion, the heart-shaped, sugar-dusted logo was retained as a perfect symbol of warmth and generosity, while paying homage to the brand’s existing identity.

The design approach puts each delectable treat in the spotlight. Striking product photography takes centre stage, showcasing the craft and pride behind every bake.

Playful typography and charming illustrated icons bring personality and clarity, ensuring key information is easy to digest while adding a touch of creativity – essential for inspiring every budding baker.

The Impact – It’s not just the cakes that are rising – sales are too! The refreshed brand identity is delighting loyal customers while enticing a new wave of bakers into the category. Sweet success!

This redesign also won a VERTEX packaging design award.