ALDI SÜD

Description

Concentrating on the basics, quality and good prices – this is what ALDI SÜD has stood for since its foundation. The markets, the media and consumer behaviour, however, are constantly changing. In order to respond to these, we have defined a comprehensive brand vision. The core brand values of ALDI SÜD are reflected in its brand language, its visual language and its responsible attitude to people and the environment.

Statement of the jury

The German supermarket discount chain Aldi Süd has refined its brand strategy in a manner that positions the company impeccably around its “Einfach an deiner Seite” (Always there for you) and “Versorger für alle” (A provider for everyone) slogans. This is highly professional brand promotion and strategizing that enable the company to present itself as a modern and user-friendly retailer that’s in step with the times, while at the same time leaving the company sufficient leeway to adapt flexible approaches to the challenges of analogue and digital communication.