LIDL DENIM AG

For my fictional Lidl project, I developed a new concept aimed at reshaping the brand’s image and connecting with a younger, more conscious audience, Generation Z. By tapping into current trends, unique styling, and modern graphic design, I wanted to create something that not only feels fresh but also aligns with the values of this generation.

Research showed that Generation Z doesn’t currently view Lidl as a progressive brand, despite the fact that Lidl is invested in sustainability initiatives that resonate with their beliefs. This insight presented an exciting opportunity to close the gap and reposition Lidl in a way that appeals to the Generation Z audience.

The 'Lidl Denim Bag' campaign—an initiative that highlights Lidl’s commitment to sustainability while appealing to Gen Z’s love for fashion with a purpose. Handmade denim bags, made from recycled materials in collaboration with G-Star Raw, replacing single-use plastic bags in Lidl stores. The proceeds from these bags would go toward supporting companies with circular fashion initiatives, making a clear statement about reducing waste and supporting sustainable fashion.

To bring this concept to life, I designed a series of posters and created a custom font.