Only nature. Organic that goes further.
Rebranding, Creative Direction
ALDI SÜD
antoni_99
Till Overview, Paulina Klawuhn, Frederik Samuel, Harald Renkel, Anna Hauff, Nicoletta Gerhardt, Maria Rojo, Vanessa Schmitt
The organic category often communicates through the same visual patterns: earthy color palettes, overloaded sustainability cues, and too many claims competing for attention. For NUR NUR NATUR, the goal was to strip that back and create a calmer, more contemporary visual language centered around atmosphere, nature, and reduction.
Challenge
Create an organic campaign that feels trustworthy and emotionally engaging without relying on the usual category aesthetics or overexplaining sustainability.
Approach
The campaign focused on visual restraint. Nature became the central element of the communication system, not supporting decoration around the products.
The motion concept used continuous super-zooms through natural landscapes, gradually arriving at product moments instead of treating them like traditional sales reveals. Minimal graphic intervention kept the system clean and flexible across film, social, DOOH, and digital formats.
The visual language was designed to scale consistently across a large number of deliverables while maintaining the same calm and atmospheric tone throughout the campaign.
My Role
Concept and art direction across the full campaign system, including motion concept, animation framework, and rollout logic across all formats. Development of detailed animation briefings and storyboards for more than 30 deliverables, ranging from OLV and bumper ads to DOOH, Instagram Reels, carousels, and TikTok content. Supervision of social production and grading across all assets.
Impact
The campaign established a distinct visual language for NUR NUR NATUR within a highly saturated organic category. Built from a single motion concept, the system scaled consistently across more than 30 formats and touchpoints while helping strengthen the perception of quality and natural authenticity. On TikTok alone, the content reached double-digit millions of views and supported the successful rollout of the product range across retail markets.
