Aldi Introduces Premium Red – Artifakt

Aldi -artifakt Front

Artifakt is a new design for a premium Red Blend wine and exclusive Private Brand for Aldi. The inspiration for the brand is the blend itself, a unique composition of selected parcels of grapes. To invoke the concept of relics or artifacts, giving the consumer a feeling of making a discovery with this new wine, Artifakt was chosen as a play on words. Designer Aaron Woolsey fused the concepts of aged, prized artifacts with bold, modern colors. The “cracks” in the label are given depth with the split dividing the label in two, exposing the bottled wine.

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Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.