Lacura You

Lacura You is an Aldi own-label product innovation – a personalised skincare solution that allows consumers to target and customise their skincare routine depending on their individual needs and natural changes to their complexion. Each product targets a different skincare concern, ranging from uneven skin tone and dull appearance, to dry skin, wrinkles and loss of firmness.
The limited-edition range of seven products includes a Day Moisturiser, Night Moisturiser and five Boosters enriched with vitamins.

Working closely with Inpact Innovation, Davidson was commissioned to develop the brand identity, packaging design and artwork for the newly formed Lacura You sub-brand. The branding needed to position the range as premium and innovative as well as communicating its efficacy.

Building on the existing Lacura brand, the Davidson team developed a sub-brand logo deigned to express the personalisation of the skincare range— a hand-crafted scripted ‘you’.
The brand look and feel was extended into a packaging design system that highlights the rich formulas in a modern and contemporary way. To help consumers navigate the range, a variety of symbols, icons and vibrant colours were developed.

Lacura You quickly become a sell-out skincare range that has a loyal following in Australia. With the products being so sought after, Aussie enthusiasts were delighted to see the return of the cult base creams and boosters in the early months of 2021.
‘ALDI’s award-winning Lacura range has shown that quality skincare products don’t need to come with a hefty price tag,’ Deborah Heng, Lacura buying director, said.