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Effortless indulgence with nostalgia for Aldi Specially Selected Christmas

Multi-category seasonal brand development
Aldi Specially Selected Christmas – Effortless indulgence with nostalgia image



Specially Selected Christmas is Aldi’s most luxury festive brand selling a range of new and exciting products. Our challenge was to elevate the brand, giving shoppers a luxury dining experience. Spanning hundreds of products, the key focus was to create a beautiful illustrative design style and really focus in on the product photography to create a range that feels decadent but paired back at the same time.

What we did

Creating a festive tale of past, present, and future, full of tradition, wisdom and opulence, the consumer is taken on a magical journey with a host of characters, each symbolising a different aspect of Christmas. The peacock is enchanting, majestic, and sophisticated and represents the occasion, while the robin symbolises the tradition, optimism, and merriment of the season.


Elevating and refining the design with beautiful illustrations and a limited rich colour palette has allowed the range to appeal to a wider customer base. This has allowed customers to achieve a level of luxury within the home without extravagant costs. The range feels premium and looks great in store, we have received fantastic feedback from Aldi who feel this is one of our best Christmas creations yet!

We wanted to appeal to a far wider customer base by connecting emotionally to the warm sentiment of Christmas. We offered nostalgic cues through the use of the characters who symbolize tradition and merriment to capture the essence of Christmas past, present, and future.

Matt Fish
Senior Designer