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Making Specially Selected special again

Multi-category brand development
Making Specially Selected special again image
Aldi UK & Ireland



Specially Selected had gained good cut-though within the premium grocery own label sector, however to sustain and grow within this fiercely competitive market required a strong visual and tonal re-set to build on its past success.

We were challenged to evolve Specially Selected – to be a cross-category premium destination brand.

What we did

Following our strategic brand positioning work, we developed an engaging visual/verbal narrative around affordable luxury. Range navigation, tiering, colour category codes and pack hierarchy were all developed to ensure strong range recall throughout the store.
We created a bold departure from the premium sector colour cues introducing copper and editorial influenced photography to elevate the brand. We managed, prop sourcing and art directed over 950 individual photoshoots, to deliver consistent market leading, delicious food photography which is a core aspect to the DNA of the brand.


Specially Selected continues to perform strongly within a highly competitive sector. Sales of the range had increased 29% in the last 12 weeks*.