Aldi Evokes Mystery with Private Brand Wine

In August 2017, Discount grocer Aldi introduced a new private brand red wine with a name that evokes ancient monuments and relics; label embellished with metalwork patterns designed evoke the strong Runik name and the mystery it implies.

Development of the brand and its packaging began in 2015, when Aldi tapped creative consultancy Equator for the project. “Aldi wanted us to create something that would capture the blend of the wine and stand out on shelf. We developed the name and label design based on the target consumer.” Equator Senior Creative and Strategy Director Jennifer Gaeto told trade magazine Pack World.

To understand the visual language of the wine category, Equator analyzed the market in great detail. “We immersed ourselves in the romance and story-building that brands have done,” says Gaeto. “We knew we had to create an impactful design built around a very strong name. The name we developed, Runik, has a few meanings, one being something mysterious, and the other relating to ancient monuments or metalwork, which we wanted to build off of for our design.”

The label is made from a matte-black linen paper blind-embossed and spot gloss-varnished to define the detailed design. The type is created with silver foil, overlaid with red ink.

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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.