Evolve the mark whilst retaining the equity.

Aldi is the common German discount supermarket chain with over 10,000 stores in 20 countries, and an estimated turnover of more than €50 billion. The formal business name is Aldi Einkauf GmbH & Compagnie, oHG.

What we did...

What we have attempted to do here (in 60 mins remember), is created an evolution of the distinctive and colourful mark they currently use. The bright coloured stripes are a real signpost for the brand and have a lot of equity. We retained the overall feel but refreshed the colour palette and created a more overt A motif that could ultimately but used in isolation from the holding device.

60min Makeovers is an internal Truth project where we take a popular brand and refresh it in under an hour. It is just for fun and is undertaken with no insight or knowledge of the brand's future strategy. It is purely cosmetic and for our own pleasure.