Designed a brand identity that takes the craftsmanship to a new crowd for Simon Levelt
Year
2026
Client
Simon Lévelt
Logo System
The logo now works as a family rather than a single mark, with the wordmark, monogram, and stamp each playing a role depending on the format. Three placement modes, expressive, editorial, and practical, let the brand take centre stage on a campaign poster or sit quietly on a supermarket wobbler.
The visual language of flavor
Photography is where the world of Simon Lévelt becomes something you can almost feel. The visual language moves across three distinct perspectives: People, Textures, and Atmosphere. Across all three, the approach is deliberate and uncluttered: refined, sensory, and always genuine.
Typography
The system is built on two voices in conversation. Parnaso Small, a high-contrast serif with presence and refined proportions, carries the warmth, personality, and feeling of something carefully made, a nod to nearly 200 years of craft.
Neue Haas Grotesk Display Pro answers with clean geometry and quiet precision, bringing the legibility and ease a broad retail audience expects across body copy, navigation, and calls to action.
Colors
The foundational primary colors are natural and rooted. It is a nod to origin, giving the brand its timeless character, while a palette drawn from the flavour wheel turns every taste and aroma into colour. Vivid accents add moments of action and invitation. Together, they make a palette with room to wander, from the calm of the everyday cup to the discovery of something new.
A robust grid and layout system
Simon Lévelt's layout system is built on a single proportional formula that works across any size or aspect ratio, from an in-store poster to a social post. Each layout carries a different intention: to set a mood, to show a range, to tell a story, or to guide through detail, all drawn from the same grid.
Guidelines that empower a nimble in-house team
The flexible guidelines that adapt to context help keep the in-house team nimble. Clear principles paired with living examples keep everything unmistakably Simon Lévelt, while giving the team the flexibility to create new assets independently, at speed, and make confident, on-brand decisions on their own.
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