Lidl is launching a new brand identity across Europe, including a new visual style and slogan. With one message, in different variations per language and country, the discounter is trying to rise above the price battle.
“More than a price tag”
“More to Value” is Lidl’s new English-language slogan, which will henceforth be used as an attitude and unifying message in all European markets and through all communication channels. In doing so, the chain takes a new step from pure price competition to emotional brand connection.
