GIVING AN OUTDATED EGG DISCOUNTER BRAND AN ATTRACTIVE MAKEOVER.

— THE CHALLENGE

Aldi approached us with a challenge that’s all too common in the retail landscape: how do you transform an outdated private label with unclear messaging into a modern, standout identity that speaks to today’s consumer without giving the impression of a premium A-brand price tag? Aldi wasn’t looking for a high-end look. What they needed was simple: clear product differentiation for their range of fresh Belgian eggs, under the already known but dusty brand Mamie Poule. Let’s be honest: what a fun name to work with.

— THE RESULT IN POSITIVE CHANGE

The product range lacked clarity for consumers, so we took a step back and approached it from a bigger picture. The result? A clear, straightforward product hierarchy that leaves no room for confusion about what’s going into the shopping basket. The outcome is not only simple and effective. It is now also visually engaging.

— Client

Aldi Belgium

— Market

Retail

— Expertise

Packaging design

Result

PACKAGING DESIGN

When it comes to eggs, the real story begins in fact with the chickens. We created an authentic narrative for Mamie Poule, centered around the farm, where charmingly illustrated hens take center stage in their natural environments. Each scene subtly reflects the lifestyle of the chickens, offering a clear visual cue about the type of eggs inside. And the Mamie Poule logo? It became a warm welcome into the world of farm life.

Using contrasting color codes, we made it instantly obvious whether the pack contains barn eggs or free-range eggs. This color system is consistently applied across 6- and 12-egg packs, as well as shelf-ready packaging. Not only does this help consumers make quick decisions, it also supports Aldi staff in their day-to-day shelf stocking tasks.

THE FUTURE

Aldi had a clear plan for this redesign, and we helped bring it to life with a product story that’s both fun and informative. Most importantly, it marked the beginning of a recurrent collaboration. Aldi continues whenever needed to rely on our approach to tackle other packaging challenges in their stores. That ongoing trust makes us proud and grateful.