Aldi

In my spare time, alongside my professional work, I decided to completely revamp Aldi’s visual identity. My goal was to give this well-known discount supermarket chain a younger, more dynamic image.

My goal was to attract customers from competing chains like Leclerc or even Carrefour. This meant changing the widespread perception that Aldi was associated with low-quality or cheap products. The aim was not to hide Aldi’s hard-discount image, but to make it appealing and attractive.

I developed several concepts by comparing Aldi to its competitors—an approach commonly used abroad that could work well in France. The introduction of the mascot "Caldi" helps establish a playful connection with customers and personalize the franchise's image.