Hamburg-based graphic design studio TwoPoints.Net gave supermarket chain Aldi a fresh rebrand, challenging customers' visual literacy.
Good design is efficient and effective. Anything else would be a waste of money for our clients and confusing for our target audience. Design offers the opportunity to reach a broad audience. People who will never visit a gallery or museum are confronted with design on a daily basis.
Instead of serving them the algorithm-approved, most efficient (but boring) design, we have the chance to challenge their visual literacy. Of course it is a risk to create friction, but do we really want to live in a frictionless world?
We want to be confronted with things we do not understand at first. We want to be challenged. Aldi would be a perfect brand for a customer-challenging visual identity. With more than 10,000 supermarkets in 18 countries it reaches a broad spectrum of customers. It is not elitist, but for anyone with any kind of cultural and educational background.