The ability to re-interpret and create new designs is a vital part of graphic design. Branding redesigns are a common practice to not only change a look of a brand, but the ideals as well. The goal of this project was to pick a business and change the brand. We were not allowed to simply update the design. Instead, the goal was to focus the branding on a new ideal. I chose to redesign Aldi, a grocery store chain.

Aldi already has strong branding as it is unconventional compared to other American grocery chains. Customers are expected to bring their own reusable bags and bag their own groceries. Aldi does not carry multiple brands of one product. The store is generally 4-5 aisles long. The groceries are packaged in the same boxes it was shipped in. Aldi even implements a quarter-exchange system to use the shopping carts. These tactics may turn away newcomers, but saves Aldi money and allows the company to pay its workers on average $15 per hour. Employees spend less time stocking shelves with individual items, returning shopping carts, and bagging items, with more time dedicated to checkout lines and store maintenance. 

It can be jarring for first-time customers, but the company also has a loyal fanbase. There is a Facebook group called the Aldi Nerds with 1.4 million members who post and share their “Aldi finds.” Aldi rotates a section of weekly products ranging from clothing, furniture, cookware, etc. With this in mind, the rebranding needs to address Aldi’s criticisms, but not stray too far to isolate Aldi fans.