Brief
Leading European food retailer Lidl first opened its doors in 1994, and just over twenty years later now have over 700 stores nationwide. Since 2014 we have helped the retailer evolve their UK brand identity through the redesign of a wide range of private label products. In order to move away from the historical stereotype of ‘me too’ design adopted by many of the European discounters, Lidl set us the challenge of creating designs that are highly ownable, offer something different within the marketplace, whilst reaffirming Lidl’s commitment to quality and value for money…
