Full branding program for Premium store chain

In september 2011 SMETS concept store family enlisted Coast to provide design and positionning explorations for their new premium store located in Brussels. With a portfolio of more than 20 shops in Luxembourg, the SMETS family is an institution and the leader in luxury fashion in their home country. This time, in Brussels, their offer expanded to fashion, design, furniture and food, with one restaurant and one bar.

Our challenge was to bring the brand to a level consistency across all platforms, creating bridges between art, design, fashion and food. Our positionning work digged deep into the brand attributes, and our creative work resulted in a playful and consistent system of typeface, colours and symbols.

To ensure singularity and consistency, we have created a custom-made typeface called SMETS VOID. A typeface bringing together the world of art, design and fashion under one umbrella. This typeface, used throughout all applications and brand names (SMETS PREMIUM STORE, BOWERY restaurant,S BAR) is uplifted by the use of striking fluorescent colors and custom-made symbols.

Our work for the SMETS concept store will also be applied to all SMETS shops in Luxembourg.

Strategic positionning
We have helped the client clarify its positionning, at the crossword of fashion, art, design & food. The full spectrum of the offer needed to be implemented in the core values of the brand and its identity.



Identity development
Development of a custom made typeface, symbols, signage system



Full branding program for Premium store chain : the premium store
Implementation of the branding program to SMETS logotype, VOID typeface,
invitations, Press release, business cards, enveloppes, website, blog, signage,
BOWERY restaurant logotype, BOWERY restaurant menus, Bowery
restaurant website & bar signage



Full branding program for Premium store chain : the premium restaurant
Implementation of the branding program to BOWERY restaurant logotype,
BOWERY restaurant menus, Bowery restaurant website & signage



Full branding program for Premium store chain : the bar
Implementation of the branding program to S-BAR logotype,
BS-BAR menus, website & bar signage