Sydney design studio Toko redesigns Aldi in a challenge set by UK publication Icon Magazine

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1149336_561481637232533_726766131_o.jpgEvery month Icon Magazine invites a selected design studio to redesign/rethink an everyday object or brand, looking at ways to improve it. Always wondered why ‘discount’ looks the way it looks, Toko took on the challenge to rethink the ‘discount-look’. Designing ‘discount’, without the troublesome aesthetics and homogenous ‘discount clichés’.

1266291_561481683899195_1340454477_o.jpgThis year exactly 100 years old, a heavily dated logo and identity, discount-king Aldi presented us the ultimate ‘design challenge’.

Embracing Aldi’s discount image, Toko’s re-design replaces expensive product photography by DIY flatbed scans (all images are in-house scans of actual products), and fancy words are traded for honest, simple and 1267224_561481643899199_237308986_o.jpgstraight forward communication.