Aldi Enlists Artist for an Exclusive Wine Collection
Aldi has enlisted designer and artist Timothy Goodman to create custom labels for a limited-edition wine collection under private label William Wright.
Known for his bold, text-based murals, Goodman created labels that both reflect his signature hand-illustrated style and lift inspiration from the wines' origin stories and flavor notes to bring vivid color and playful iconography to each bottle, according to a media release. The collection comprises a red wine blend, cabernet sauvignon and a chardonnay that hit stores on Dec. 13.
In stores, ceiling signs and price labels spotlight the new collection and label art. A Dec. 13 Facebook update, Dec. 11 Twitter update, video (see below) uploaded to the retailer's YouTube channel and post within the retailer's blog support.
"I gravitate toward bottles with interesting designs, so I was excited to create a series of labels that would really pop on shelf," said Goodman in a media release. "Each bottle has a unique design, so you can collect all three to display on your bar or give as gifts over the holidays."
Aldi has been expanding its private label wine selection for several years and is focused on conquering the visual language of the category. Reports indicate the retailer also enlisted creative consultancy Equator to develop a mysterious and gothic brand and packaging for a new private-label red wine dubbed Runik that launched in August.