We were engaged by ALDI Australia to reinvent their retail format, commencing with a number of trial stores that launched in 2015.
After evolving our design for national roll out, the entire ALDI Australia network (650 stores) was retrofitted to Landini's format by the end of 2020. The design is funding itself.
The brief was to reinvent the ALDI store experience and elevate customer perceptions in Australia, from the quality and freshness of the products, to the overall brand image.
"The new look and feel of our stores visually connects to the high quality of our products, enabling shoppers to view discount retail in a new light."
Our scope of works included master planning, interior design, graphic design, all in-store communication including tone of voice, visual merchandising, staff uniforms and design guidelines.
Our design format - named “Project Fresh” - repositioned the merchandise, bringing fresh food to the front. We calmed the environment by introducing warmer low energy lighting. We then removed the floor’s colour to allow the graphics to be more visible.
In tandem with interiors, we designed over 300 messaging boards to communicate brand ethos, product freshness, local sourcing, sustainable fishing and award-winning products.
"Feels more Wholefoods than discount - very confident, upmarket and exciting - anything but discount driven."
Maintaining ALDI’s witty tone of voice, we also created a series of statements and illustrations to reinforce the brand’s central messages of great value at low prices, quality and freshness.
"Landini Associates have created a warm shopping experience, with lovely wide aisles and great lighting."
"Thank you to the Landini team for your guidance, support and expertise in providing us with the knowledge to be able to conduct Project Fresh, for turning our ideas and vison into reality."
"The new look and feel of the stores visually connects to the high quality of our products, enabling shoppers to view discount retail in a new light."
We continue to work with ALDI and our client is now Head of Global Design for ALDI SÜD, a position newly created as a result of this project’s success.
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Client
ALDI SÜD
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Location
Australia
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Size
National Roll Out
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Category
Food, Retail, Supermarket
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Scope
Master Planning, Interior Design, Graphic Design, All In-Store Communication including Tone of Voice, Copywriting, Retail Graphics, Wayfinding, Visual Merchandising and Staff Uniforms, Brand Guidelines and Design Guidelines for National Roll Out.
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Photography by
Trevor Mein and Ross Honeysett
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Awards
- 2020 IDA Design Awards Silver, Print-Wayfinding & Environmental Graphics
- 2020 Driven X Design Sydney Gold, Interior Design - Retail
- 2020 Driven X Design Sydney Silver, Graphic Design - Wayfinding and Environmental
- 2018 Inside Retail Retailer Awards Finalist Innovative Store Design of The Year
- Australian Retailers Association 2017 Retailer of the Year
- 2017 Los Angeles IDA Awards Highly Commended
- 2016 World Interior News Awards Short listed Best Retail