MWV Family of Packages Award

Award Criteria

This Award recognises the special association between a brand family. It was to be presented to two or more products designed to convey a common brand image over a range of products and or sizes.

Entry Submitted By

Aldi Stores

Package Title

Café Bistro Range

Package Designer Graphic

Motor Design

Package Owner

Aldi Stores

Comments

Rather than being brand or ‘house’ focussed, this range is customer and product focussed, with careful consideration given to on-shelf attraction and table appeal. The range offers a mature colour scheme that successfully accommodates both connection and variety. It is expertly combined with the highest quality product imagery, sensitive branding iconography of the logo and cafe silhouette graphics. The visual language is one of continental style and confidence - a brand with its own narrative of quality and personality. Although the design has a degree of texture and complexity, the family links hold together across boxes and cello bags extremely well.