The new brand expression of ‘confidently simple’ builds on the brands essence of ‘Real Food, Real People’ and solidifies it’s presence as Ireland’s leading supermarket.

We created a fresh visual identity system covering signage, store design, packaging, ATL communications, digital touchpoints, and an ownable value language that takes inspiration from a price ticket. At the heart of the re-fresh, a bolder brighter red has been introduced, giving the brand a new lease of life whilst retaining its strong association within the market.

Building on SuperValu’s strong presence within its’ communities, a graphic device consisting of 3 connecting circles, representing food, people and community creates a dynamic and ownable visual language.