Lidl Sweden: Nighttime Deliveries

To avoid traffic and reduce emissions, Lidl Sweden made a smart shift: goods are now delivered to stores at night. While the city sleeps, trucks move freely — saving time, energy, and the environment. To communicate this quiet innovation, we turned to something just as quiet: Lidl’s own logo. The iconic tilted “i” was gently laid flat, turning into a sleeping figure. Set against a black background, the subtle change visualized the strategy — one of many small innovations that help Lidl keep prices low without compromising on responsibility.