Deluxe
For Lidl’s Deluxe range, the premium product line available across international markets, we delivered packaging design and adaptations for a wide variety of products sourced from across Europe and beyond. The Deluxe range represents Lidl’s most refined offering, covering categories such as fine meats, cheeses, confectionery, wines, and gourmet ready meals.
Our role was to support Lidl in developing and adapting hundreds of packaging designs and ensuring that the final packaging maintained the highest standards of premium aesthetics while meeting the complex regulatory and linguistic requirements of every international market Lidl operates in, from Europe to the US.
The objective was to manage the high-volume adaptation of the Deluxe brand’s premium design language across hundrends of SKUs. The core demands included:
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Maintain Brand Consistency: Ensure the sophisticated, premium visual identity was applied to every product, regardless of packaging format.
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Ensure Absolute Accuracy: Handle vast quantities of product data, nutritional information, producer details, and multilingual texts with zero-tolerance for error, protecting both consumer safety and Lidl’s legal compliance in all operating countries.
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Achieve Speed and Scale: Process a massive workflow of design changes and updates for seasonal items with precision to align with Lidl’s short and critical product launch windows.
The complexity of the project comes from the scale and speed of execution.
Each product required precise handling of nutritional information, labeling regulations, translations, and design consistency, often under tight deadlines.
- Multilingual Complexity: Adapting detailed technical and regulatory text into numerous languages for a high-value product line where mistakes are costly.
- Format Diversity: Seamlessly translating the Deluxe brand identity across hundreds of different packaging materials and formats (jars, boxes, films, labels, etc.) while preserving the same high-quality look and feel.
- Agile Workload: Managing the frequent and last-minute changes inherent in launching seasonal or promotional ranges, where accuracy and speed were equally critical to hitting global market deadlines.
New Communication’s disciplined project management and advanced adaptive design capabilities resulted in a flawless and rapid deployment of the Deluxe packaging range.
Through our design and adaptation process, Lidl’s Deluxe range achieved a cohesive premium identity that stands out in stores and conveys quality and refinement across multiple categories.
This project solidified our role as a trusted operational partner capable of handling the most complex, high-volume branding challenges for one of the world’s leading retailers, proving our ability to deliver quality at scale and pace.
