Aldi’s Mimicry of Brand/Packaging Designs – from another perspective!

In recent news there has been some debate around how Aldi approaches packaging design. With some of Aldi products bearing a striking resemblance to well-known household brands and some not so well known. This has been criticised in the past and in some cases rightly so. However, looking at it from a different perspective, does it offer brands some exposure that perhaps they wouldn’t have had? Bearing in mind given some of the backlash it isn’t just in store and on shelf but regularly in the press!

Mimicry or Flattery?

For many designers, packaging design is a labour of love, it takes strategic thinking, extensive research and consumer knowledge and of course lots of creativity. So, when Aldi launches a product with packaging design that looks very similar to a brand you have created, it can feel like a violation on the hard work and intellectual property of the original designers. This irritation is understandable; after all, each design element is carefully crafted to suggest specific emotions and consumer responses and Aldi seem to be able to bypass this hard work – is this cheating? Or just a good use of time, letting someone else do this hard work for you?

Remember imitation is the finest form of flattery. Aldi’s decision to mimic the design of successful brands suggests that the original designs are highly effective; it’s a testament to the skill of the designers who created the original, acknowledging their design in shaping market trends and consumer preferences.

Creating Brand Awareness

When Aldi mimics the design of a well-known brand, it will notoriously increase the visibility of that original brand. Consumers who either see Aldi’s version or the original brand will recall the design aesthetics; things like colours, name, fonts, illustration styles etc. will be embedded in the consumers subconscious and therefore reinforce brand association. This is particularly helpful when the products are not in direct competition with each other on the same shelf. For example, a consumer who frequently buys a branded cereal at another supermarket is likely to recognise a similar design on Aldi’s shelves. This recognition can reinforce loyalty to the original brand strengthening trust and preference. Perhaps brands could see Aldi as an advertising channel for the original brand, potentially driving sales outside of Aldi stores? Appreciate that a question of cost would also come into this but generally people who are brand loyalists will stick to brands in exactly the same way in a supermarket where consumers are offered an own brand equivalent.

The competitive Landscape

Are Aldi products ever in direct competition with the original product in the same store? Aldi products are only ever sold in Aldi where largely the original brand is not available (unless the brand decides to take a spot in the middle aisle of course but then this is a choice taken by the brand itself). But the issue of direct competition is removed allowing both products to exist without direct competition or conflict.

However, of course the dynamics change where two of the same products are available side by side. A challenge that designers of branded packaging have to deal with on a daily basis and in a normal situation where brand goes up against brand the debate over fair play and intellectual property rights becomes more intense. However, said competition can also drive innovation, pushing brands to continuously improve their knowledge of the market and so continue to evolve designs and messaging to stand out.

So, in conclusion Aldi’s strategy of mimicking brand and packaging design will no doubt always spark debates and from a design agency’s perspective, it can be frustrating to see hard work replicated but as mentioned before it can also serve as a form of validation. For the original brand it will no doubt create a level of brand awareness and could allow for some indirect marketing benefits. There will always be challenges for both brands and designers to always innovate and stay ahead in a competitive landscape and evolving markets. A suggestion to Aldi, why not come and speak to us, we have the insights, the knowhow and the creativity so we can work together to create new packaging design that maybe in the future someone can follow your lead?