Client: Dekamarkt Supermarkets
Project: Rebrand & Craft Proposition Development
Sector: Retail, Supermarkets, FMCG
Rebrand developed at SGK to reposition Dekamarkt around a new craft-driven strategy. A custom typographic wordmark referencing the brand’s original logo was implemented in a fresh, contemporary identity. Rolled out in collaboration with Sandenburg for in-store execution.
Challenge
Dekamarkt, a well-established Dutch supermarket chain, aimed to modernize its brand identity while staying rooted in its long-standing heritage. The goal was to develop a new brand proposition that emphasized quality, local craftsmanship, and tradition, all within a contemporary retail context.
Approach
While at SGK, the creative team was tasked with rebranding Dekamarkt around a newly defined craft-led positioning. A central element of the redesign was the creation of a custom typographic wordmark inspired by the brand’s original logo from 70 years ago, reimagined for today’s shopper.
The identity system blended heritage cues with modern aesthetics to support a distinctive look and feel across all consumer touchpoints. The rollout was developed in close collaboration with Sandenburg’s retail design studio, ensuring seamless translation of the new brand into the physical store environment.
Outcome
The new Dekamarkt brand successfully bridges past and present combining emotional familiarity with a refreshed, premium visual language. The result is a recognizable and relevant supermarket identity, rooted in craft and positioned for future growth.