"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."
We were engaged by ALDI to reinvent their store experience and elevate customer perceptions in Australia, from the quality and freshness of the products, to the overall brand image.
We reviewed all aspects of ALDI’s trading identity, conscious of the expectations of today’s savvy customer, to create a fresh and contemporary retail format that is now rolling out nationally.
"ALDI is very much a discount and low-cost supermarket, and yet Landini Associates have created a warm shopping experience, with lovely wide aisles and great lighting. All the produce looks very fresh, and feels more Wholefoods than discount, and just very confident and upmarket, anything but discount driven. It would be quite exciting to explore the sales and do the shopping here rather than do it on the internet!"
"ALDI came to Landini Associates with an exciting challenge - helping a discount retailer offer a modernised shopping experience. After briefing and brainstorming through a myriad of creative opportunities, Landini Associates helped turn the ideas and vision into reality, with 4 concept stores now being trialed. 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."
Awarded “Retailer of the Year” 2017 by the Australian Retailers Association.
Discount store environments are generally uninviting and cold, leading many consumers to perceive low cost shopping as a real chore. Our key challenge was to upgrade the ALDI store environment, hero the quality of the products and encourage customers to shop across the whole store, whilst respecting the brand’s positioning as a low-cost budget option.
At the outset of ’Project Fresh’, consumers not already familiar with the brand were reluctant to shop ALDI. Those that were already ALDI customers would mainly purchase staples but did not really trust the brand for fresh food or a full weekly shop. The reality is that ALDI food quality is brilliant and wins awards globally every day. The new store design is aimed at celebrating and conveying product quality, whilst offering a pleasant environment for customers.
A palette of low cost yet real materials such as concrete, plywood, OSB and rough sawn timbers adds to the perception of freshness throughout the store. Planning has been completely rethought, with certain categories articulated for greater consistency, and key products placed at the entry of each aisle alongside key messaging to appeal and drive shoppers. Key departments developed were produce, bakery, alcohol, and health and beauty. As the average ALDI staff includes only 12 multi-tasked team members, staff operations were also carefully considered. For example, the new store layout places the most labour-intensive areas close to the storage for quicker store maintenance.
A new LED lighting system has been incorporated into the new design format to reduce glare and running costs whilst improving ambience and color rendering. The lighting was designed to create a pleasant atmosphere and let the product speak, enhancing its colour, texture and freshness. Energy saving LED has also been incorporated in the fridges and in the wine displays.
In tandem with the interiors, a series of messages and graphic illustrations have been designed to upgrade ALDI’s overall brand image whilst maintaining their friendly, approachable and witty tone of voice. The core messages to reinforce were: great value at low prices, quality and freshness. Approximately 200 messaging boards were developed to communicate the brand ethos, product freshness, local sourcing, sustainable fishing and award-winning products. All signage and ticketing were removed from the ceiling and replaced with category signage around the store perimeter to offer greater visibility across the store and thus encourage cross-store shopping.
Whilst most discount brands ‘shout’ with marketing, pricing, bright colors and products in bulk to say ‘Value’, this new ALDI concept goes against the grain. The environment is moody, warm and modern, creating a pleasant and immersive customer journey. No more noisy marketing; instead, simple, hand written, illustrated signage to underline with a smile ALDI quality choice.
This concept has reinvented the discount category, offering a pleasant, food friendly, and fun experience to its customers. Shopper’s reactions are priceless, with hundreds of customers queuing for hours and legions of food and wine snobs converted, now proud to shop ALDI.
The project has been hailed the “world’s best practice for and by ALDI”, is exceeding all predetermined financial targets, and is currently being implemented across the entire chain in a very aggressive timeframe.
Various – National Rollout
Brand Strategy, Tone of Voice, Copywriting, Interior Design, Master Planning, Graphic Design, Signage, Wayfinding, Ticketing, POS, Uniforms, Visualisation, Brand Guidelines, Fit-out Guidelines.
Trevor Mein, Ross Honeysett
- 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 - Environmental
- 2018 Inside Retail Retailer Awards Finalist Innovative Store Design of The Year
- 2017 Los Angeles IDA Awards Highly Commended
- 2016 World Interior News Awards Short listed Best Retail