Private wine brand from Aldi conjures the mysterious

Aldi launches a new red wine with a name that evokes ancient monuments and relics; label graphics adorned with a metalwork-like design support the strong Runik name.

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A new private-brand red wine from Aldi uses packaging graphics that conjure ancient metalwork and mystery to support its unique name, Runik. The wine, which features cherry, mocha, vanilla, and berry notes, with a touch of oak on the finish, was launched in all of Aldi’s U.S. stores in August 2017.

Development of the brand and its packaging began in 2015, when Aldi tapped creative consultancy Equator for the project. Says Equator Senior Creative and Strategy Director Jennifer Gaeto, “Aldi wanted us to create something that would capture the blend of the wine and stand out on shelf. We developed the name and label design based on the target consumer”—wine drinkers looking for an easy-to-drink, robust red wine to enjoy during the week with dinner, or for a gathering with friends.

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