For Catalonia ALDI regional products, we created the brand and guidelines
Creating the
Bona Vianda
identity
When ALDI entrusted us with the creation of their regional product brand for Catalonia, we understood that we weren't just looking for a name or a logo, but an emotional bridge to the consumer's collective memory. The result is Bona Vianda, a branding project born from a deep respect for the land and the tradition of 'anar a comprar' (going market shopping).
The market basket
as a symbol of a way of life
The backbone of the visual identity is, without a doubt, the basket. For us, this element transcends its function as a container to become a symbol of:
Living Tradition: We drew inspiration from the image of our grandmothers going to the market, where the basket was an inseparable companion in the daily ritual of selecting the finest produce from the fields.
The Legacy of Local Grocers: We wanted to reclaim the aesthetic of old Catalan colmados and ultramarinos(traditional grocery stores), where products weren't hidden away but displayed with pride in wicker baskets, ready to be discovered.
Craftsmanship and Sustainability: The basket represents manual labor and the use of natural materials. By integrating it into the Bona Vianda logo, we reinforce the perception of a product that is carefully handled, honest, and locally sourced.
Naming: "Bona Vianda"
The choice of Bona Vianda is no accident; it is a concept with deep roots in the Catalan language and culture.
Etymology and Tradition: "Vianda" is a word that evokes sustenance—well-prepared food and nourishment that truly feeds the soul.
A Promise of Quality: By prefixing it with the adjective "Bona" (Good), we establish a direct and honest standard of excellence. It is an expression that sounds like home—like a recommendation from a trusted shopkeeper at the neighborhood colmado.
Regional Identity: The name immediately anchors the brand within the region, appealing to the collective memory of the Catalan tradition of "good eating" (el bon menjar).
With this identity, Bona Vianda positions itself not just as a product line, but as a tribute to Catalonia's gastronomic culture and the value of things well-made
The visual
of Bona Vianda
Tradition with a Twist
Branding doesn’t end with a logo; it expands into every package a customer touches on the shelf. For ALDI’s Bona Vianda brand, the challenge was to "dress" an exceptionally diverse range of products—from the iconic DO Siurana Oils to Vic cold meats, Catalan goat cheeses, and traditional Christmas neules—while maintaining a visual coherence that breathes authenticity and proximity.
Engraved Illustration: The Art of Modern Nostalgia
To give each package its own personality, we utilized the engraved illustration technique. This style, reminiscent of 19th-century grocery store lithographs, allows us to immediately communicate artisanal quality and heritage.
However, we didn't want the brand to feel static or overly serious. That’s why we introduced a touch of humor and surrealism into the compositions:
Dairy and Cheeses: We played with impossible scales—such as a cow on a seesaw in front of a giant milk churn—adding a sense of lightness and charm to the category.
DO Siurana Oils: We transformed the strength of flavor into physical strength, featuring a classical athlete lifting olives as if they were barbells, emphasizing the vigor of a Protected Designation of Origin product.
Sweets and Neules: We used figures from the Catalan Modernism era in unexpected situations, interacting with neules, bridging the elegance of the past with the simple pleasure of a treat.
Identity
An Identity That "Dresses" the Product
This visual strategy allows each product family to tell its own illustrated "story" while sharing the same DNA:
Versatility: The engraving style works equally well on a premium oil label as it does on the wrapper of a mountain cheese.
Differentiation: In a retail environment, the use of humorous illustrations breaks away from industrial aesthetics and connects emotionally with the consumer, inviting a smile.
Regional Pride: Each illustration is a celebration of Catalan culture, treated with the respect of tradition but the freshness of contemporary design.
From the freshest dairy to the finest charcuterie, the Bona Vianda identity proves that tradition and humor are the best ingredients for a brand with soul.
________________________________________
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.
