Discount Retail Chain Lidl Germany (owned by the German Schwarz Group) proves that the fresh food discounter can also do design. For its special editions for the company's 50th anniversary, Lidl will receive the prestigious "Red Dot Award" this year, which is one of the largest international design competitions. In the "Brands & Communication Design" discipline, Lidl's Branding and Packaging (BAP) department impressed the jury in the "Packaging Design" category with its product designs. Lidl is the first food retailer to receive an award for its outstandingly designed communication design and creative achievements.
As part of the anniversary campaign, Lidl has been presenting numerous attractive birthday offers and events, three product packaging collections of Lidl's own brands in the eye-catching retro style of the 20s, 70s, 80s and 90s as well as an anniversary edition over a period of 90 weeks since May. Selected products such as Freeway drinks, crispy slices from Sondey, Solevita smoothie or Alesto nut mix are based on typical visual design elements from the individual decades and implemented with the Lidl colours and elements from the campaign signet.
Red Dot Award
The Red Dot Jury, consisting of twenty-four international experts, decides on the quality of the award submissions in a process lasting several days. The communication works are individually evaluated and evaluated in the area of "Communication Design" with regard to the criteria of originality and creativity of the idea, design quality and innovation of the form as well as comprehensibility and emotionality of the effect. As part of the Red Dot Gala, this year's winners of the competition will be honoured with the coveted quality seal in Berlin on 3 November 2023.
