ALDI: Redefining Australian Christmas

Australians don't do Christmas under snow. We do prawns, cherries, backyard cricket and long lunches — yet the supermarket aisle keeps importing winter. ALDI's Christmas had grown all over the shop: more than 230 products scattered across nine festive brands and 24 seasonal ranges. Our answer wasn't a refresh. It was consolidation as strategy — two destination brands, built to work as one.

Curated Collection® became the boutique-luxe world: native botanicals, deep green, gifting elevated. Festive Selection® became the celebration: cherries, prawns and gum nuts in richly layered illustration — the Aussie summer Christmas in full colour. Premium indulgence on one side, generous abundance on the other. One journey through the store.

Two festive worlds. One ALDI Christmas. Rolling out nationally now.

"This project didn’t simply simplify our Christmas portfolio, it gave us a clearer vision for Aldi Christmas. By bringing more than 230 products into two complementary brand worlds, we’ve created a stronger festive brand platform that the business can continue to build on.”

— Keri Layt, ALDI Commercial Director, Brand & Design

"NATASHA operates at the intersection of creative intuition and commercial discipline —
she doesn't treat creativity as decoration, it's a strategic lever."

— Keri Layt, ALDI Commercial Director, Brand & Design

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