Jamie Connell


LIDL, European super-store, is launching in the USA and looking to appeal to the American beer drinker. Like Aldi, Lidl relies heavily on look-alike branding. Such imitations arouse the curiosity of consumers as to whether they really are similar to the brands they love. With that said, private-label doesn’t have to sacrifice quality or design.

Agency: Elmwood NY
Art Direction: Ben Greengrass