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Aldi embarks on Little Journey

Discount retailer Aldi launches a line of baby care essentials with thoughtfully designed packaging graphics that can stand up to any major brand name offering.

For pouched pureé snacks, Equator depicted animals interacting with the fruits and vegetables found in the products.
For pouched pureé snacks, Equator depicted animals interacting with the fruits and vegetables found in the products.

With its new Little Journey line of 48 affordably priced baby essentials, Aldi has proven that packaging for private-label brands can be as attractive, compelling, and thoughtful as that of major brand-name products. Warm and welcoming, graphics for the Little Journey range use colors and illustrations that communicate trust, signify the pureness of the products’ ingredients, and look right at home in a nursery or playroom.

In spring 2015, Aldi reached out to its longtime partner, Equator Design, to help launch the brand, which includes newborn diapers, training pants, cleansing wipes, baby wash, formula, and organic snacks.

“Aldi tasked Equator with overseeing the launch of its new baby care range to include the naming, brand development, and packaging design for the full product portfolio,” says Jen Gaeto, Creative Director for Equator. “This involved a meticulous evaluation of the product information hierarchy to drive engagement coupled with well-conceived design work to ensure that buyers would find the right product instantly. We also wanted to produce something that was completely unique to Aldi that highlighted quality and accessibility at an affordable price.”

Although Aldi is a discount supermarket chain, Gaeto says there were no significant cost constraints on the project, noting that Aldi’s aim is always to deliver something special to shelf that is creative and has the consumer front of mind.

An inventory of competitive packaging in the category was also not necessary. “Being in an Aldi store, we didn’t have to contend with branded competitors, so we could work more freely on the design, making it unique to Aldi without having to consider the competition,” says Gaeto.

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