Strategy / Branding / Environment / Project Management
The festival of food
SuperValu had identified that a food revolution was happening both globally and across Ireland. There was a shift in the mindset of the Irish consumer where it wasn’t about buying ‘good enough’ food for a value price, it was about enjoying great quality fresh food.
From handrawn illustrations to contemporary rustic features,
the design language pervades a sense of artisan freshness and
a genuine flair for quality, delicious food.
The resulting ‘urban’ aesthetic celebrates a more robust design language in terms of bold communications and clean material finishes. This creates a contemporary and sophisticated – yet nonetheless accessible – ambiance that is readily identifiable as a new store format whilst adhering to the core ethos of the overarching brand.