Aldi South Group is rolling out “singular global trading format” encompassing layout, signage, packaging and uniform design across its five markets including the UK & Ireland.
The “new global model” will be “modularly adaptable for different store formats and building types” said Landini Associates, the Australian design and brand consultancy which created it.
Trials of the globally consistent store branding began in Aventura Florida with the opening of a new Aldi store in September last year. The format saw “further experimentation” in the US into this year.
Some “refinement” will be undertaken by Aldi’s local teams in the UK and other territories from the second quarter of this year.
The brief and design for Aldi’s new global model were managed through the business’ International Real Estate Committee, under the leadership of Aldi USA and day-to-day oversight of Aldi Australia, with input from each of the five territories.
Landini Associates said it understood the launch to be the “first time a global grocery retailer has developed a unified trading format at this scale”.
The launch marks the end of a 14-year partnership between Aldi South and Landini Associates, which began with a “complete reinvention” of Aldi Australia’s trading format – called Project Fresh – and has seen the creation of Aldi’s market entry format for China, and the invention of Aldi Corner Store, a smaller, local convenience model for Australia.
Project Fresh is the name Aldi UK has given to its store modernisation programme for a number of years, giving more prominence to fresh food.
Landini Associates works across “every single customer touchpoint to create cohesive, powerful brands”. It has worked with McDonald’s, Loblaws, Walgreens, Jurlique, Glassons, Esselunga, Emart and Burt’s Bees among many others.
It worked with M&S to overhaul the design of its Foodhalls, “bringing it closer to the traditional market experience”. The consultancy has also worked with Selfridges on its food retail space design.
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