Semt.
A neighbourhood supermarket brand redefined through cohesive identity, retail clarity, and scalable communication systems.
Year
2025
Industry
Retail
Services
Logo Design | Visual Identity System | Brand Guidelines | Sub-Brand Architecture | Advertising & Campaign Development | Key Visuals | Outdoor & In-Store Communications | Retail Communication Design | Promotional & Pricing Systems | Loyalty Programme Branding
Introduction
Semt set out to evolve from a small network of stores into a cohesive, recognisable retail brand. We translated its local, neighbourhood spirit into a structured brand system that aligns the in-store experience, communications, and campaign activity, giving the supermarket chain a clearer voice and a stronger presence across every touchpoint.
Logo Origins
Inspired by neighbourhood energy, the Semt mark transforms everyday retail symbols into a bold, recognisable identity.
The logo draws from three familiar elements: the initial “S” of Semt, the star that signifies standout value, and the percentage sign associated with pricing and promotions. These components are distilled and reconfigured into a distinctive symbol that feels both dynamic and approachable. The result is a mark that captures Semt’s spirit, local, energetic, and value-driven, while giving the supermarket chain a confident visual anchor across stores, campaigns, and communications.
Colours and Typography
The visual system was designed to make Semt feel fresh, accessible, and unmistakably local from the first glance.
Semt’s colour palette draws from the energy of fresh produce and everyday neighbourhood life — vibrant, appetising tones grounded by strong, reliable contrasts. Typography is clear, confident, and highly legible, built for fast-moving retail environments where clarity drives choice. Together, colour and type create a system that works effortlessly across price tags, promotions, signage, and campaigns, reinforcing recognition while keeping the brand warm, practical, and easy to trust.
The Result
The outcome was a comprehensive retail brand system built to scale across stores, campaigns, and everyday customer moments.
For Semt, the transformation went far beyond a logo refresh. We developed a cohesive identity framework that extends into store environments, promotional mechanics, pricing language, campaign visuals, and customer communications. Every element was designed to work as part of a unified system, ensuring consistency at shelf level, clarity in advertising, and recognisability across touchpoints. The result is a supermarket brand equipped not just with a new look, but with the strategic foundation to support sustained growth and ongoing marketing activity.
Outdoor communications extended Semt’s neighbourhood presence into the public space. From bus shelters to street-facing billboards, bold messaging and high-impact visuals turned everyday locations into brand moments, reinforcing freshness, value, and local trust at scale.
In-Store Systems & Brand Activation
A fully integrated retail ecosystem where brand, store experience, and commercial mechanics work as one.
For Semt, we designed far more than visual identity. We built a retail system that lives and performs inside the store. From façade signage and wayfinding to shelf communication and campaign zones, the brand was embedded into the physical environment to guide flow, highlight value, and reinforce recognition at every step.
Promotional mechanics and pricing language were restructured to feel consistent, transparent, and easy to navigate, transforming discounts, loyalty messages, and in-store offers into a coherent communication framework rather than scattered noise.
Campaign visuals, POS materials, and customer-facing messaging were unified under one strategic voice, ensuring that whether shoppers encounter Semt on the street, in-store, or through advertising, the experience feels deliberate, trustworthy, and unmistakably cohesive.
Social Media Video
Social media content engineered to perform — blending retail storytelling with advanced video production and AI-powered speed.
For Semt, we harnessed the full potential of the video medium to turn everyday retail moments into high-impact, scroll-stopping content. From fresh-produce storytelling and promotional mechanics to campaign-driven messaging, each piece was designed to strengthen brand recall while driving commercial action.
Our in-house production capabilities — supported by state-of-the-art AI video generation — allowed us to move faster, test more concepts, and deliver high-quality assets at scale. The result is a dynamic, performance-ready content ecosystem that keeps Semt visible, relevant, and consistently engaging across digital platforms.
