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Aldi Süd

Insight

Global Brand Harmonisation – Furniture & Toys

International growth creates scale, but it can also create inconsistency. Aldi Süd needed a clearer brand and packaging framework that could work across markets without losing relevance on shelf.

Global efficency that considers local nuances.
Problem

Inconsistent branding and packaging across markets limited clarity and scalability.

Approach

Conducted multi-market research to define brand segmentation, visual identity and packaging direction across regions including the UK & Ireland, USA and Australia.

Outcome

Established a unified brand framework to support consistent global rollout and stronger shelf presence.

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