Hidden Gems
Information
Aldi wanted to launch a new wine brand. The purpose was to offer customers interesting yet affordable wines from lesser-known regions and grape varieties. They worked with talented suppliers to find wines that were often overlooked or had been forgotten about.
Insight
The idea of Aldi heading off the beaten track to find these wines led to our proposed name and concept: Unearthed. It’s about a world of discovery and adventure, finding rare gems, and bringing attention back to wines that had gone under, or disappeared off, the radar. We know customers love to scout out new wines and wine stories too, and ‘Unearthed’ also appeals to their own sense of discovery.
Impact
The narrative on the wine bottle summed up the Unearthed concept: “Travel to lesser-known wine regions to enjoy hidden gems. Get ready to savour wines you may never otherwise get the opportunity to experience.“ The raw sense of discovery and nature meets a touch of elegant treasure in the design. Natural colours are elevated with a rich gold, and on each label, a tear supports the idea of uncovering something very special. It’s a graphic style that unifies the range whilst enabling each bottle to be as individual as the wine, aiding customer identification and selection.
“Unearthed celebrates small and often-overlooked wineries by pairing their wines with imagery drawn from the surrounding landscape, creating a visual identity as rooted and distinctive as the wines themselves.”
Frankie, Associate Creative Director