Aldi – Private Label Packaging Design

The Challenge
During my three years at Equator, Aldi tasked us with refreshing and designing packaging for several of their key private label lines, including Millville, Fit & Active, and Simply Nature. The challenge was creating high-impact, on-brand packaging that stood out on crowded retail shelves, clearly communicated product benefits, and resonated with value-conscious shoppers, all while staying consistent with Aldi’s overall brand standards.

The Approach
I focused on designing packaging that balanced bold visual appeal with clear messaging. Research into shopper behavior and competitor offerings guided decisions around typography, color, imagery, and hierarchy. The goal was to make each product instantly recognizable on the shelf, reinforce Aldi’s brand values, and drive purchase intent.

The Execution

• Designed packaging across multiple product lines, tailoring visual style, typography, and imagery to suit each brand’s personality and target audience
• Managed production from initial concepts through print-ready files, ensuring designs translated effectively to final packaging
• Developed shelf-ready concepts that highlighted product benefits while maintaining consistency with Aldi’s overall brand standards
• Collaborated with marketing, product development, and internal teams to ensure designs met both creative and functional requirements
• Produced marketing collateral that complemented packaging, including POS materials and promotional graphics for in-store and digital campaigns
• Applied design solutions that worked across print and digital formats to support Aldi’s go-to-market campaigns

The Impact
The refreshed packaging helped strengthen shelf presence and brand recognition, making products more appealing to shoppers. These updates contributed to increased engagement and sales for Aldi’s private label lines, reinforcing their position as a value-driven, high-quality grocery brand.