ALDI Rebrand

ALDI is a global discount food market renowned for its cost-effective practices, passing savings directly to customers. The goal of this rebranding project was to modernize ALDI’s visual identity, enhance its connection with a younger, American audience, and emphasize its innovation and efficiency while maintaining its reputation for quality and affordability.

For this project, I developed a cohesive brand identity that included a primary and secondary logo, a brand guidelines book, and a suite of promotional materials such as custom stationery, a business card, and an envelope design that align with the updated brand ethos.

Stationery – Business Cards

Stationery – Letterhead & Envelope

Primary Logo

Secondary Logo

The new logo preserved ALDI’s recognizable elements—such as the signature lines—but refined them for a cleaner, more streamlined look. The design choices reflect simplicity, efficiency, and innovation while retaining ALDI’s established brand equity. The typography, inspired by Futura, reinforced the brand’s modern yet timeless appeal.

The rebranding extended beyond traditional design work and incorporated user experience design to enhance customer "touchpoints", both in-store and online.

I created a mockup of a mobile-responsive website featuring the new branding and demonstrated how the updated logo could be applied to carts, baskets, and branded merchandise, including reusable bags and quarter-holding keychains.

Logo in use - Employee Uniform

Logo in use - Cart

Quarter Holder Keychain

Additionally, I conceptualized experiential marketing strategies such as in-person taste tests, mobile market food trucks to serve urban communities, and a "Fresh Box" subscription service offering pre-portioned meal kits to reduce food waste and meet the needs of modern shoppers.