DULANO
Lidl wants to unify their chilled meat case. The solution?
Dulano.
A private label brand that lends powerful global brand recognition, adapted to meet the American market. Dulano provides Lidl shoppers with affordable, reliable, and high-quality meat options.
→ We start by leveraging consumer insights data to define purchasing drivers, motivations, and barries.
→ Early explorations begin to determine the look and feel of the brand on American shelves.
→ Develop packaging, coordinate photoshoots, and finalize labels.
→ Once designs are finalized, work begins with all suppliers for PDF and physical proof review to bring the artwork to the shelf.
A before and after comparison of Lidl's Apple Chicken Sausage label.
It starts with a design. Then, for items that need it, a photoshoot. Fast forward a few months, the finalized label will be appearing on Lidl shelves - and in USA Today.
Art Direction & Design: Susannah Grady, Matt Weiss
Photography: SaltFire Studio
Food Styling: Debbie Shawcross