Refreshing a long-standing retail brand.
S.M. Seruya
S.M. Seruya is one of Gibraltar's longest-standing retail names, with a history dating back to the mid-19th century.
The cosmetics and luxury perfume retailer operates five stores on Gibraltar's Main Street and an exclusive duty-free shop at Gibraltar International Airport. As the business continued to evolve, it needed a refreshed identity that could bring greater consistency and recognisability across its stores and customer touchpoints.
Having served Gibraltar for generations, S.M. Seruya had built a strong reputation as the go-to name for luxury fragrances and cosmetics.
As the business grew across multiple locations, there was an opportunity to bring greater consistency to the brand experience, and to give a name with real heritage the presence it deserved.
Our strategic work began by sitting with the Seruya family to understand the motivations behind the refresh and what they wanted the brand to achieve.
Alongside those conversations, we spent time in the stores, observing the retail environments and the way the brand appeared across its different locations. What became clear was that the Seruya name carried real value. The family were proud of the company's history and wanted to place that name at the centre of the brand. The opportunity was to build a simple yet distinctive identity around it, one that could strengthen recognition and bring consistency across the retail network.
We began by focusing on Seruya's most visible touchpoint: the retail bag. In a high-density shopping environment like Gibraltar's Main Street, bags are carried through crowds, past competitors and into homes, making them one of the most powerful expressions of a retail brand.
We explored how to make the bags distinctly recognisable while keeping the overall approach minimal. The result was a humanist sans-serif logotype paired with a bright yellow and navy blue palette, giving the brand immediate visibility and distinction.
The refreshed identity unified S.M. Seruya across all six locations, creating a consistent brand experience for the first time across the retail network.
The shopping bags have become the clearest measure of that success. Across Gibraltar's Main Street, they are immediately recognisable, a visual shorthand for the Seruya name that has embedded itself into the everyday retail landscape of the territory.
Case details
Having served Gibraltar for generations, S.M. Seruya had built a strong reputation as the go-to name for luxury fragrances and cosmetics.
As the business grew across multiple locations, there was an opportunity to bring greater consistency to the brand experience, and to give a name with real heritage the presence it deserved.
Our strategic work began by sitting with the Seruya family to understand the motivations behind the refresh and what they wanted the brand to achieve.
Alongside those conversations, we spent time in the stores, observing the retail environments and the way the brand appeared across its different locations. What became clear was that the Seruya name carried real value. The family were proud of the company's history and wanted to place that name at the centre of the brand. The opportunity was to build a simple yet distinctive identity around it, one that could strengthen recognition and bring consistency across the retail network.
We began by focusing on Seruya's most visible touchpoint: the retail bag. In a high-density shopping environment like Gibraltar's Main Street, bags are carried through crowds, past competitors and into homes, making them one of the most powerful expressions of a retail brand.
We explored how to make the bags distinctly recognisable while keeping the overall approach minimal. The result was a humanist sans-serif logotype paired with a bright yellow and navy blue palette, giving the brand immediate visibility and distinction.
The refreshed identity unified S.M. Seruya across all six locations, creating a consistent brand experience for the first time across the retail network.
The shopping bags have become the clearest measure of that success. Across Gibraltar's Main Street, they are immediately recognisable, a visual shorthand for the Seruya name that has embedded itself into the everyday retail landscape of the territory.
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