Client
Simon Lévelt
Type
Brand, visual identity, campaign
Year
2026
After nearly two centuries as a beloved specialist, Simon Lévelt came to us at a defining moment of growth. The brand is stepping beyond the specialty store and into a broader retail landscape, reaching people who are meeting the brand for the first time.
The new identity is built for exactly this moment: not a fixed set of rules, but a flexible ecosystem designed to adapt to context and character while always staying recognisably Simon Lévelt.
A mark for every moment
That flexibility lives in the building blocks. 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 whole of one sensory world
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.
People, caught mid-enjoyment in the moment. Textures, where flavour becomes visible up close. Atmosphere, where a single object or gesture carries the whole feeling. Together they turn the experience of taste, origin, and craftsmanship into images that invite people into an adventurous, tactile world of flavour.
The same feeling, now in type
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.
The same feeling, now in type
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.
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.
Together, the system does exactly what the broader rebrand set out to do: it gives every application room to flex while keeping the brand unmistakably consistent.
