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Aldi chips range
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Aldi chips range

The design we devised groups a wide range of different flavours of potato chips, as well as varieties of corn nachos and vegetable chips. When conceiving the packaging, the photographic still-life of the product was imposed, as metallic bags are almost always used, with no chance of a window. Due to the extension of the range and given that the appearance of the products is similar, we allocated different bag colours to each variety.
With the functional aspect resolved, we looked for a feature that would give the range personality and attractiveness, arousing attention and impulse to buy. The idea was to personify each variety in a character representing it, with their bust-type illustration over the main description of the flavour. The slightly humorous communication tone is catchy and fits in well with this type of product. It also gives the range cohesion, as the features of the central character - a man or a woman as appropriate - are always repeated. Thus a single character is dressed as a mariachi in the nachos or as a gentleman with a bow tie and monocle in the more gourmet chips, those fried in extra virgin olive oil. In the case of the woman, she appears dressed Flamenco-style in the cured ham flavour or Italian in the pizza-flavoured chips. The design thus makes you stop in front of the shelf and invites you to discover and try the many varieties on offer.


Snacks Aldi, Packaging

Aldi children's snacks range
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Aldi children's snacks range

Its design combines a wide range of snacks, most notably the extruded products, under a design we classify as juvenile. One imagines that the profile of consumers of many of these kind of snacks coincides with those who eat sunflower seeds or toasted corn; therefore although these products are of a different type, they share a common focus and design.

The creative idea was to show the snack in a photograph, taking part in an illustrated story. In an informal style, highly imaginative scenes are presented that are not exclusively aimed at children. The link common to them all is the world of the circus, with a degree of absurdity that raises a smile. Each product’s name is located on a large balloon in its own colour that helps to differentiate the options in the range. For this description we even created a new typography which breathes a style in tune with that of the illustrations.


Snacks Aldi, Packaging

Aldi nuts range
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Aldi nuts range

Nuts must be the most traditional snack products of all time and they are considered natural, healthy and familiar. This profile explains the simplicity of the specific design we proposed, along with an important practical determining factor. Being a wide range, in bags almost always small and often with a window, it is a priority to identify the contents well. The illustrations of the corresponding nuts thus seek to ensure this.


Snacks Aldi, Packaging

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