A brand and packaging refresh for Aldi Australia’s premium offering, Specially Selected to deliver a new look and create stand out against other premium and indulgent brands in the marketplace.

The team captured the expressive nature of food, combining this with bold pops of colour, with sleek paired back branding. Design, photography and finished artwork was completed in 12 months and delivered 140 SKU's in total. The aim was to ‘future-proof’ the brand, to provide a lifespan of at least 3 years. The result? A consistent, adaptable and effective brand architecture to ensure a distinguishable new premium look for the brand that stands out from the everyday.