DesignLSM / SELECT PREMIER MARKET
Brand identity, signage, packaging, website & digital design, for a new chain of high-end supermarkets in Cairo, Egypt.
Under DesignLSM, we provided brand consultancy services for Select Premier Market, a new, premium supermarket launching in five prime locations in Cairo before being rolled out across Egypt.
Working alongside the Interior Design team and Studio Director, firstly forming the brand positioning, benchmarks, brand DNA, design narrative, key pillars, and initial brand concepts with naming. We then went on to design the brand identity, reusable canvas bags, exterior and interior signage for aisles, counters and window displays, sustainable and refillable packaging, product labelling, in-store digital displays and provided direction on the website.
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The brand narrative of an 'Oasis' ran through both the interior design and the branding, with water being the essence of life. The brand icon was crafted from the inception of the 'S' forming two water droplets held within an outer circle.
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The brand's main colour scheme uses gold and dark green to create a premium look and feel that reflects the golden sun and sand, as well as the lush green leaves of an oasis.
The word mark is paired with the logo icon to create a strong brand logo that can be used in various ways.
We developed a comprehensive brand book that covers logo usage, colour palette, typography, and type setting. It also showcases the branding on a wide range of items, provides website design direction, and offers guidance on staff uniforms for each specific area of the supermarket.
“The brand narrative of an 'Oasis' ran through both the interior design and the branding, with water being the essence of life. The brand icon was crafted from the inception of the 'S' forming two water droplets held within an outer circle.”
LOU ELDON, CREATIVE DIRECTOR
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