Allink develops "Qualité Suisse" brand for Lidl Switzerland
Since May 2025, Lidl Switzerland has been grouping all of its Swiss private-label brands under the «Qualité Suisse» brand. The goal is to bring “Swissness” to the shelves and increase the visibility of locally produced food. Allink was responsible for all aspects of the project—from brand development to the implementation of the packaging design.
Swiss origin is a key decision criterion when buying food. Lidl Switzerland generates more than half of its sales with food from local production. In order to make the Swiss origin more visible, Allink has worked with Lidl Switzerland to "Qualité Suisse" a cross-divisional product range brand that brings Swissness to the shelf.
Largest line in the range
Around 500 products will be available under "Qualité Suisse" by the end of the year - making the new line the largest in Lidl Switzerland's range. Allink supported Lidl in the strategic development of the brand and is responsible for the design implementation of all articles. "From conception to implementation, Allink supported us as a partner with a sound understanding of the Swiss market," says Yvonne Kringel, Department Manager Branding and Packaging at Lidl Switzerland.
Swissness as a need
"Qualité Suisse" unites existing own brands such as Milbona (dairy products), Fromani (cheese), Maestade (sausage products) and Bonvalle (fresh meat) under one brand. The uniform design is intended to make the Swiss origin directly visible on the packaging: A red heart with a Swiss cross forms the central design element - and also communicates visually that the food comes from local production.
"Swissness is not a trend - it is a deeply rooted need. With Qualité Suisse, we have translated this need into a brand identity with a clear promise and independent design language," says Christoph Schlatter, Creative Director at Allink. The name "Qualité Suisse" is simple, catchy and works in all national languages. The design strengthens the brand promise and conveys values such as trust, solidarity and quality.
Responsible at Lidl Switzerland: Yvonne Kringel (Branding and Packaging), Nathalie Forrer (Marketing). Responsible at Allink: Christoph Schlatter (Creative Director, Partner), Roger Lang (Design Director), Martina Kellenberger (Senior Brand Designer), Angela Hofstetter (Senior Brand Designer), Jesse Rinderknecht (Junior Brand Designer), Bernhard Vögele (Graphic Designer), Andrea Menzi (Brand Consultant), Florin Schweizer (Brand Marketing Consultant), Johanna Senn (Copywriter), Edith Kaiser (Image Editing), Martin and Linda Hemmi (Food Photography).
