Inside Lidl Package Design

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

to unique contemporary designs with personality. It is difficult to determine how and when they choose to use a specific design strategy.

Unbranded Essentials are a small collection of value/basic products which utilize a unified design strategy combined with a small color palette and unique product specific illustrations.

The remainder of products and their designs are specific to a specialty brand or niche. The Italian sourced Italiamo specialty brand delivers expected Italian grocery design cues.

Silvercrest in electronics and accessories feels like a credible category brand.

Ernesto in water bottles and on and on the special “Surprise” items branding and design leverages the expected category cues.

The first two posts

Lidl: Inside the Private Brand Portfolio

The Private Brand Revolution Begins – LIDL OPENS!!!

 



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Christopher Durham
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.