Brand Creation and Packaging

The Challenge

Elevate the perception of an own-brand range to reflect its higher price point and quality.


Now well established in the UK market, Aldi are creating a range of brands to widen their customer offering whilst still delivering the value they’re known for. They approached us to create identities that go beyond packaging for two new sauce brands. Armed with this info, we set about researching the condiment market, audience and competitors.

The first brand offers a range of relishes and sauces, perfect for burgers. It launches in store just in time for the summer barbecue season. This led us to creating a brief to capture the fun of barbecue, with the realness and honesty our audience want from their food. We chose the brand name ‘Just Good Sauce Ltd’ as it’s simple, down-to-earth and its clear description of the product show us to be experts in one area - sauces.

The innocence of illustration supports this positioning, with hand-drawn lettering and quirky characters in simple, striking colours that stand out on the shelf. The logo appears as a drop, and is secondary in size to each product name to make it easy for the customer to quickly find what they’re searching for.

The second brand was for a range of American-themed sauces and marinades to be used in cooking and barbecuing. To communicate the authenticity that customers identify with flavour we chose a typical Deep South sounding name, and added a block print effect on single colour labels. The effect is a bold aesthetic where the descriptive product name is the first element to catch the eye, ideal for a brand whose primary promotion is on shelf.

All in all, we created two distinct brands that clearly show the product on offer, making them easy to identify in the short time shoppers spend in store. It provides Aldi with additional eye-catching ranges which appeal to their customer profile.

Done Better

  • Names
  • Look and Feel
  • Product Descriptors
  • Logos & Icons
  • Packaging
  • Brand Guidelines

Do Better Skill Sets

  • Strategy
  • Concepts
  • Design
  • Art Direction
  • Copywriting
  • Illustration