This is the third in a series of three posts after my visit to the grand opening of the Lidl stores in Greenville and Spartanburg, South Carolina. For this post, I purchased close to $200 with of private brand products and shot photography of much of it. This post is about package design and its reflection of Lidl’s brand strategy or at least its reflection as evidenced at one point in time in the store.
Lidl has a large collection of private brand products and like most retailers, their package design strategy fluctuates by category and by product. I wish I could draw out a logical an informative chart that clearly demonstrated their design strategy but it appears that like most retailers it is an evolving strategy.
So let’s start with the products Lidl carries every day.
Preferred Selection utilizes the expected premium tier design cues combining a black background traditional premium tier design with a contrasting cream colored design. The various package designs fluctuate from merely competent to interesting.
Unbranded Organic and Gluten Free products both carry a unified and distinct package design that appears to be modern designs for the U.S. market. The design of each clearly differentiates the products and fills in in the absence of an actual brand name and logo.
Unbranded NBE products utilize a variety of package design strategies ranging from obvious old school national brand equivalent knock off designs
Silvercrest in electronics and accessories feels like a credible category brand.
The first two posts