The archive · Design & Visual · Product decision · 2025
Lidl Hellas pours 25 years into 50 collectible anniversary wine labels
For its 25th anniversary Lidl Hellas released 25 red and 25 white wine labels, each a reason for joy, so shoppers could collect matching pairs
Lidl Hellas · Beetroot Design Group
What it had to solve
Lidl Hellas was celebrating its 25th anniversary with special-edition red and white wines. Rather than a commemorative label, the design needed to give the milestone an emotional, everyday meaning — the simple exceptional moments that make people joyful — and make the edition feel special on the shelf.
How it works
When Lidl Hellas reached its 25th anniversary, the celebration came down to two special-edition wines, one red and one white. The design question was how to make a milestone feel personal: Beetroot Design Group answered with a simple premise — what makes us joyful? A walk in nature, the sun on our face, a cute puppy, a delicious ice cream.
That premise became '25 reasons for joy', a set of 25 friendly, emotionally direct illustrations. Each illustration was adapted for both the red and the white label, so every reason existed as a matching pair a shopper could buy together.
With 25 reasons across two colours, the edition totalled 50 different bottles. The variety doubled as retail thinking: a wall of 50 distinct labels made the special edition unmistakable in store, and the matching-pair logic invited shoppers to return and complete the set.
The D&AD awards archive keeps the work, crediting Beetroot Design Group as entrant and design agency and Lidl Hellas as client.
Why it lands
- Grounding the anniversary in everyday joys made a corporate milestone emotionally legible to ordinary shoppers.
- Printing every reason on both a red and a white label created matching pairs, giving collectors a reason to buy twice.
- Fifty distinct bottles turned a single product launch into a varied in-store display that announced the special edition on sight.
- The illustration style stayed friendly and simple, so the concept scaled across 50 labels without losing its message.
What it did
The range turned one anniversary into a small collecting system: 50 distinguishable bottles filled the shelf as a varied special-edition display, and the red-and-white pairing gave shoppers a reason to look for the matching bottle of a label they already owned. The work was kept in the D&AD awards archive, credited to Beetroot Design Group with Lidl Hellas as client.
What you can take
An anniversary product works harder as a collectible system: pairs, numbers and variety give shoppers a reason to search the shelf, not just buy one bottle.
Since then
The anniversary wines live on in the awards record rather than in sales figures: the D&AD archive entry describes the 50-bottle system and its in-store purpose, with Beetroot Design Group named as entrant and design agency and Lidl Hellas as client. The transferable move is structural — a one-off anniversary product redesigned as a matching, collectible series, where the number 25 is embedded in the range itself instead of sitting on a single commemorative label.
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