Observed Signal · Aug 20, 2026 · Partnership · Source: persoenlich.com News · Impact: 1/5 · Sentiment: Neutral
Allink Rebrands Lidl Switzerland 'Qualité Suisse' Packaging
Swiss design and branding agency Allink has rebuilt Lidl Switzerland's private-label umbrella, Qualité Suisse, leading concept and implementation of a relaunch that rebranded more than 1,000 products across 28 categories. The redesign spans packaging design and brand architecture, unifying presentation across the range. The new identity centers on a red Lidl heart incorporating the Swiss cross and consolidates Swiss-produced items formerly sold under labels such as Milbona and Fromani. Lidl Switzerland says more than half of its food sales come from domestic production and that Qualité Suisse became its most important brand within a year. Yvonne Kringel, Department Manager Branding & Packaging at Lidl Switzerland, praised Allink's understanding of the local market. The announcement did not include sales figures or broader market-share data.
Agency-led packaging rebrand for a national retailer is marketing/branding news with limited impact on the broader AdTech/MarTech ecosystem.
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Key Takeaways & Evidence Grounding
- Allink led concept and implementation of Lidl Switzerland's 'Qualité Suisse' relaunch; Yvonne Kringel praised Allink's local market understanding.
- The redesign updates more than 1,000 products across 28 categories.
- The central visual element is a red Lidl heart incorporating the Swiss cross.
- 'Qualité Suisse' consolidates Swiss-produced items formerly sold under private labels such as Milbona and Fromani.
- Lidl Switzerland says more than half of its food sales come from domestic production and that 'Qualité Suisse' became its most important brand within one year.
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Lidl Switzerland: Price Leadership with Freshness Focus
Interview with Nathalie Forrer, Head of Marketing at Lidl Switzerland, on the brand's shift from pure price leadership to a positioning that combines low prices with a stronger emphasis on freshness, quality and Swiss provenance. Lidl highlights its omnichannel strategy centred on the Lidl Plus app (over 1.5 million registered users) including a Scan & Go feature, investment in local suppliers under the Qualité Suisse label (over 400 products from ~400 Swiss suppliers), and a sustainability platform called “Gesagt, getan.” Forrer stresses cross-department collaboration, increased emotional brand-building alongside promotional campaigns, and use of automation and AI to speed data analysis and personalization. The piece also notes Forrer’s career background and her membership view on industry associations such as the SWA.
Lidl Switzerland's Alesto Campaign Uses Humor in Rebranding
Lidl Switzerland has launched a new advertising campaign for its Alesto nuts and dried fruits line, aiming to reposition it as an indulgence brand. The campaign, rolling out in all 32 countries with Lidl stores, uses humor to highlight product quality. It includes video spots and print visuals that combine factual information with humorous situations. The initiative aligns with Lidl's sustainability goals, which include increasing the proportion of plant-based proteins from 18% to 20% by 2030. The company did not disclose which agencies are involved, citing the international nature of the project.
Allink Rebrands SLKK with New Visuals and Website
Swiss agency Allink has redesigned the visual identity and rebuilt the website for health insurer SLKK. The work emphasizes a new photographic language, an adapted claim, and a mobile-optimized site that offers clearer navigation and direct access to forms and appointment-booking tools. According to Allink, the rebrand aimed to make SLKK appear more digital, focused and closer to insured customers without fundamentally changing the existing brand identity. The new website is presented as the core of the refreshed presence. The article lists named SLKK contacts and the Allink project team and credits third-party partners involved in photography and casting. Published by Persönlich on 2026-08-28.
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