Lidl’s own announcement places its 25th anniversary in 2024.[2] The wine packaging appears in the 2024 Ermis results and the 2025 D&AD archive.[3][1] An award-entry year is not automatically a product launch date.
D&AD credits Beetroot Design Group: 25 illustrations of everyday pleasures each appeared on red and white wine labels, yielding 50 variants.[1] The design description proposes matching pairs and distinctive shelf presentation. It does not report measured collection or repeat-purchase behaviour.
Ermis records a packaging Gold; D&AD records a Graphite Pencil in illustration.[3][1] These establish award recognition, not incremental revenue. The reviewed sources do not supply a controlled sales comparison, sell-through rate or customer retention result. Those outcomes remain unknown.
Analysis & application
A series needs an invariant as much as variation. Keep brand, product type and required information easy to find while one visual element changes. Before producing many versions, test whether shoppers can distinguish the products, not just enjoy the pictures. A collectable design can also complicate printing, stocking and substitutions. Those are implementation questions, not proven failures of this project.
Analysis & application
- Define what stays constant and what changes.
- Test product recognition with individual labels and a mixed shelf.
- Check small text, contrast and required information on every variant.
- Plan print quantities, replacement stock and missing variants.
- Compare recognition, confusion and commercial outcomes against a simpler design. This is our proposed evaluation, not a reported Lidl test.
FOLLOW THE EVIDENCE
The sources
- Lidl Hellas 25 Years Anniversary Wines D&AD awards archive · dandad.org
- 25 χρόνια Lidl Ελλάς: 25 χρόνια ισχυρής ανάπτυξης στον δρόμο για ένα καλύτερο αύριο Lidl Hellas · corporate.lidl-hellas.gr ·
- Ermis Awards 2024: Branding & Design results, packaging entry 20233 Ermis Awards · ermisawards.gr