ALDI Australia

Landini Associates 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 Rollout, the entire ALDI Australia network (650 stores) was retrofitted to Landini's format by the end of 2020. The design is funding itself.

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 and hero the quality of the products, whilst respecting the brand’s positioning as a low-cost budget option.

Our brief was to elevate customer perceptions, from the quality and freshness of the products, to the overall brand image; encourage customers to shop across the whole store and attract new patrons, too.

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. 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.

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.