Type of applicant company
设计机构
Country
中国
Company Website
https://www.the25s.com/
Images
Brand of the Product
ALDI
Designer Name
Bobo Wu, Stella Tao, Addison James
Position of Designer
无
Target Consumer
The ALDI Essentials series targets value-driven consumers in China who seek high-quality products at affordable prices. By aligning the design with their expectations, ALDI connects deeply with their lifestyle aspirations, offering practical yet stylish solutions for everyday needs.
Distribution Channels
电商 E-commerce; 小型商超和便利店 Supermarket & CVS; 杂货店 Grocery
Positioning
大货消费品 Mass Production
Design Story
ALDI wanted to make a bold statement to remind China of its international proposition: MORE FOR LESS. The Essentials range represents absolute price leadership in China. The project was a tall order—the ALDI leadership team had 3 months to make it happen. The first wave of the Essentials line featured about 80 SKUs of essential items for Chinese consumers. These items were created to drive price leadership image and offer absolute price points matching ALDI’s competitors.
Highlights
The most challenging part of the project was the sheer volume of products that needed to be launched within a tight three-month timeline. With The 25s bespoke FIFO volume rollout process, the team demonstrated exceptional innovation and efficiency, seamlessly transitioning the project from concept to market launch. A flexible visual system was designed to accommodate various product formats, including dairy, meats, snacks, personal care, and household cleaning items. These products were developed to meet consumers' daily needs with high quality and affordable prices. The clean, white packaging design, has become a hallmark of the series' visual identity.
Market Performance
Since its launch, the Essentials series has been well-received for its affordability and distinctive packaging. Notably, the 950ml fresh milk product was awarded the Gold Star Award for "Excellence in Goods" at the 7th PLF Awards, underscoring ALDI's strong presence in the private label sector. Consumer feedback highlights the design’s elegance and functionality, reinforcing the series' position as a market leader.
Material（For concept works, please choose the material you plan to use）
PET塑料 PET material; 纸质 Paper
Craft
Minimalist Printing Techniques: The clean white aesthetic is achieved using precise, high-contrast offset printing with minimal ink usage, ensuring a premium yet cost-effective finish.