At ALDI, the discounter-pioneer that’s close to the people, everything revolves around the small, daily joys of honest and simple groceries. High quality, low prices and what you see is what you get. Considering this, what should ALDI sound like as a brand?
The score is the starting point of creating a sound identity. This soundtrack is the alpha and omega of your sound: it contains all the necessary elements for further derivatives. Our mission with it? To make a brand sing in a relevant, distinctive, catchy and ownable way.
As the musical backbone of every brand, the score brings a funkadelic simplicity with a catchy yet determined melody. A sense of friendly assurance and musical suggestions of a product quality that doesn’t have to cost an arm and a leg.
The sound logo is the sound logo that represents the melodic heart, distilled from the full score. Short, particular, recognisable, completely ‘you’.
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The end-of-year season, the coziest time of the year, wouldn’t be the same without your favorite holiday hero, Willie Witloof/Gaston Le Chicon! End-of-year stress? Not in his vocabulary. He’ll help you navigate the busy period with delicious menu inspiration and clever tips for successful celebrations. That way, you can enjoy the holidays worry-free and keep things delightfully affordable.
To encourage consumers to discover the local origin, quality, and range of Aldi’s fresh produce for themselves, we created Check Check Check, a reinterpretation of the disco classic Shake Your Booty by KC and the Sunshine Band.
Ahead of the Red Devils’ quarter-final clash with Spain at the 2026 World Cup, Aldi wanted to give the team a boost. They did this by creating their own World Cup song. Set to the tune of Tom Waes’s “Dos cervezas,” it cheered on the national team during the quarter-final. And they did it with one of their best-selling products, the energy drink Golden Power. No shortage of energy here!
