Bath Spa University - Year 2 Brief:
As we've seen the rise of Tesco Metro, Sainsbury's Local and others, we are drawn back to smaller stores, for more frequent visits.
Small city centre stores are more attractive than bigger edge-of-town superstores. We want less choice but better quality. Unlike their UK competitors, Lidl is distinctly European, and this will become their USP.
Lidl intends to create a sub-brand, which will specialise in a food-only offer, in small high street sites.
It will be a distinctly European delicatessen which is neither an upmarket or downmarket brand.
Researching into the Bauhaus led me to create a bespoke typeface based on simple geometric shapes. I then used this typeface to create a dynamic identity system which could be adapted and used across my range of different products.
