Lidl

How can a discount retailer put a premium on customer engagement?

Oscar Wilde famously said imitation was the sincerest form of flattery. So maybe Lidl should take heart that the dramatic success of its low-cost-but-quality model had the UK’s big four supermarkets scrambling for me-too price and quality campaigns. But resting on its laurels is not in Lidl’s DNA. As such, our role was to evolve the brand identity to differentiate itself further and grow customer loyalty, while staying true to its international brand promise of ‘simply more joy in life’.

Value doesn’t have to mean cheap

The evolved brand was built on three core elements: quality, range and value. At Lidl it’s never just about the price. It’s about celebrating the benefits that quality products at reasonable prices can bring to our everyday lives. About the love of offering choice and quality that everyone can afford.

What are the benefits of a bargain?

Not only does finding a bargain mean more change in your back pocket, delicious fresh food on the table, and long-lasting products around the house – it makes you feel good inside. It’s delivering that feeling that will make Lidl stand out in the crowded, highly competitive market. The evolved brand is warm, refreshing and playful. Each of the five key elements brings these to life. Simple and practical modular layouts. Bright, foodie colour palette. Bold cut-out imagery style. Charming signposting devices. A refreshing tone of voice that can add a healthy dash of cheekiness.

Middle of Lidl

In doing this, we redesigned and redefined the role of the “Big on quality, Lidl on price’ strapline – giving it a clear purpose. Lidl’s non-food offer is a differentiator in the market. We made it into a destination – branded ‘Middle of Lidl’ – the place to go for range, quality and value (and it’s just a little bit tongue-in-cheek).

Doing it for the thrill (because there’s nothing like a good bargain).

The evolved identity can easily stretch across trade-driving and brand communications, digital channels and social media, and the in-store experience – creating a joined up, uplifting customer experience. Ultimately, to simply add a little more joy into everyday life.