The Sound of Aldi

Sonic Branding | Client: ALDI

"In 2018 Aldi, the nation’s favourite supermarket approached Adelphoi music to find and craft the sound of Aldi. This would be a sonic identity that would iconically and instantly be recognised as belonging to Aldi, clearly differentiating the business from its competitors. 

At the centre of the brief was the brand advertising strap-line, everyday amazing. This reflects the way Aldi challenges and leads the supermarket sector by providing high quality produce at amazingly low, everyday prices.

Aldi is a contemporary brand with warmth and humanity, reliability and groundedness at its heart. The music needed to be optimistic and inclusive, engendering a sense of togetherness. This all pointed to an authentic song with lyrics from which the sonic ident could be extracted.

The composers of Everyday Amazing Julian Velard and Gordon Minette put the brand's tagline at the heart of their sonic concept, emphasising the cadence of the phrase in the rhythm of the melody. The original recording was at their New York studio, the band parts were recorded live at London’s Metropolis Studios and the final music was mixed by Parv Thind at Wave."

Directed by Juliet May at Merman.