Posts from 28th May 2015

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May 15

STEPS – “Stomp”

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#878, 28th October 2000

Stepsstomp A visit to budget supermarket Aldi is a pop semiotician’s delight. The shelves are lined with Aldi’s own versions of name brands, all designed to trick – or reassure – the mind that what you’re buying is almost the authentic one, or at least so close in look as to be close in quality. The game is always to create packs that feel as near to the model brand as possible without actually drawing down any lawyerly wrath.

At Asda, for instance – where name brands sit alongside the store ones – the own-label version of Coco Pops is called Choco Snaps and features a bemused bear, not a cheeky monkey, and a large black banner with the supermarket logo. Aldi has no such modesty: its Choco Rice comes in the bright yellow livery of Kelloggs’ and has a monkey of its own. Working as Aldi’s designers must be an entertaining job, with a measure of critical analysis required to negotiate the gap between the identifiable parts of a brand and the legally defensible ones.

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