Aldi – Justin Youraldi

In a brilliant display of brand subversion, the elite crowds at the Royal International Horse Show in West Sussex found themselves falling for a sophisticated “gourmet” wine tasting—that turned out to be pure Aldi. Posing as a premium vintner, an undercover sommelier named “Justin Youraldi” invited wine enthusiasts and equestrian fans to sample his “exclusive” latest collection.

The results were a testament to the quality of the budget retailer’s cellar. Attendees spoke eloquently about the complex aromas, balanced acidity, and refined earthiness of the vintages, with some even attempting to identify the “expensive-sounding fizz” of the sparkling options. The big reveal left the crowd stunned: the “exotic” grapes they were praising, which they estimated to be worth ten times the price, were actually Aldi’s award-winning bottles starting as low as £4.99.

I was commissioned to bring the “Justin Youraldi” persona to life, designing the complete visual identity for the fictional brand. This included creating a wide variety of premium-style wine bottle labels and the full vehicle wrap for the tasting van. To ensure the ruse was pitch-perfect, I produced a large number of design options and styles to find the exact balance between high-end luxury and the subtle “Justin Youraldi” pun.