ALDI
Packaging
Redesign
Overview
La Villa is a private label broth range by Aldi.
The project focused on redefining its visual identity to elevate perception while maintaining accessibility.
The project focused on redefining its visual identity to elevate perception while maintaining accessibility.
The goal was to move away from generic category codes
and create a system that feels intentional, honest, and recognisable.
and create a system that feels intentional, honest, and recognisable.
Challenge
The broth category is visually saturated.
Most competitors rely on overloaded photography, excessive claims and badges, low differentiation between variants
The challenge was to design a packaging system that could stand out
without adding more noise.
without adding more noise.
Strategy
We approached the project through reduction. Instead of competing visually, La Villa differentiates itself by doing less —
focusing only on the elements that truly communicate value.The design is built on three core principles:
focusing only on the elements that truly communicate value.The design is built on three core principles:
Clarity
Consistency
Authenticity
Concept
Back to the Origin
Each broth is defined by its source: vegetables, fish, meat, or chicken.
This idea becomes the foundation of the entire system.
This idea becomes the foundation of the entire system.
The design doesn’t describe the product — it represents where it comes from.
Visual System
A minimal and structured system that scales across the range. Each variant is identified through a single, bold color:
Green — vegetables
Blue — fish
Red — meat
Yellow — chicken
This creates instant recognition and a strong shelf presence as a unified block.
llustration
Custom illustrations replace traditional food photography. Inspired by classic engraving techniques, they introduce a sense of craft, origin, and authenticity. The style is intentionally restrained — focusing on character rather than detail.
Shelf Impact
In a crowded retail environment, La Villa performs through contrast. While competitors rely on visual saturation, this system creates impact through order and simplicity. The range reads as a cohesive visual block, making it easy to identify, understand, and choose.
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Trusted by brands that can’t afford mistakes.
For over 20 years, we’ve collaborated with leading companies in highly competitive industries, delivering digital experiences where quality, reliability and execution matter.
For over 20 years, we’ve collaborated with leading companies in highly competitive industries, delivering digital experiences where quality, reliability and execution matter.
AC MARCA · ALDI · AQUILEA · CAJA DUERO · COTY · DANONE · DERMOFARM · LACTALIS · ROCA · SKEYNDOR · VEGETALIA · VICKI FOODS
If these brands trusted us with their projects, you can trust us with yours.
