A green grocery bag filled with fresh vegetables, including kale, red bell peppers, an apple, and a lime, against an orange background, with a person holding an apple in their hand.

Community Retail Branding

“What does best-in-class community retailing look like?
I found the answer in O’Meara’s SuperValu”

Sharon Yourell Lawlor – The Modern Shopper

🏆 WINNER: SuperValu National Medium Store of the Year 2026

Project Overview / Our Brief
LMPP Studio partnered with O'Meara's SuperValu to deliver the full brand refresh and in-store transformation that led them to be crowned the 2026 National Medium Store of the Year. Our goal was to create a modern, engaging retail experience that reflects the supermarket's personality, heroes its people, and elevates everyday shopping into something memorable.

From strategic brand positioning to in-store storytelling, we developed a cohesive visual language across all departments — fresh food counters, bakery, butchery, fishmonger, deli, meals-to-go, and seasonal displays. Every touchpoint was carefully considered, using bold colours, hand-drawn illustrations, friendly staff photography, and warm messaging to reinforce O’Meara’s connection to its community.

The project also included refreshed packaging across their food-to-go range, updated staff uniforms, exterior signage, window graphics, aisle navigation, and a new suite of POS materials for promotions, meal deals, and departmental highlights. The result is a bright, confident, well-structured store environment that celebrates local freshness, exceptional service, and the people who deliver it.

Logo of O'Meara's restaurant with the text 'Since 1980' above and a red banner behind the name.

Brand Story
O’Meara’s SuperValu sits at the heart of its community — a trusted, family–run store known for warm welcomes, great food, and everyday quality. With a growing customer base and an expanding range of fresh food offerings, the O’Meara family wanted a brand identity that truly reflected who they are: passionate retailers, proud locals, and champions of good food made fresh.

Services
Brand Strategy | Visual Identity | Retail Environment Design | Illustration | Wayfinding & Signage | Packaging Design | Photography & Art Direction | POS & Campaign Roll-Out

Prepackaged meal containers with salads on the left and a noodle dish with chicken on the right, labeled with branding and prices.
Logo for O'Meara's featuring the slogan 'Great Things Together,' established in 1980 with decorative blue text.
Illustration of seven people each holding different food items or kitchen tools, representing various food and cooking activities.

Supermarket Department
From Fresh Fish and Prepared Meals to Bakery, Sweet Goodness, Fresh Produce and Food to Go, every department works as part of a unified system—flexible enough to live across counters, fridges, POS, packaging and signage, while remaining unmistakably O’Meara’s.

Six colorful banners from O'Meara's, each highlighting different food offerings. The first banner features fresh seafood, the second emphasizes cooked Irish beef and chicken, the third showcases fresh baked bread and baked goods, the fourth promotes baked treats and cakes, the fifth highlights seasonal produce and salads, and the sixth mentions handmade salads, sandwiches, and pastries.
Illustration of various baked goods including pretzels, bagels, bread, and cookies with a banner that says 'Baked Goodness'.

Freshly baked bread made daily, using warm, honest visuals and clear wayfinding to create a traditional, inviting bakery experience that feels handcrafted, generous and unmistakably O’Meara’s.

O'Meara's bakery promotional signs, one offering a deal to mix and match any three baked goods for 4.99 euros, the other describing the bakery as baking fresh, handmade bread, crispy baguettes, and soft seeded loaves daily, with images of bread and baked goods at the bottom.
Three bakery bread products in branded paper packaging with O'Meara's logo, including a baguette, a round loaf, and an oval loaf.
Bakery display with breads and baked goods on shelves, labeled 'Truly Delicious Bread.'
Bakery display with breads and baked goods, labeled as traditional loaves, rolls, and baguettes, with signs saying 'Truly Delicious Bread' and images of bread and baked items on top.
A woman shopping at a bakery stand with various types of bread wrapped in plastic, two signs above the breads advertising deals, baked goods and bakery items, in a store with a light background.
Colorful banner with various illustrated donuts and cupcakes surrounding the text 'Sweet Goodness' in bold pink letters.

Sweet Goodness bakery branding brings joy to the fixture, using playful illustrations, vibrant colour and clear hierarchy to showcase cakes and treats as indulgent, feel-good moments made fresh and worth savouring.

Packaging for a box of assorted cookies and a celebration cake with rainbow sprinkles.
Mom and daughter holding hands shopping for baked goods and cookies in the bakery section of the store, with three display cases filled with baked treats and colorful signs that say "Baked Goodness Brightens Your Day," "Sweet Goodness," and "Treat Yourself, You Deserve It."
Assorted bakery items in clear plastic containers, including sprinkle icing cake, lemon sponge cake, and a pack of four ring donuts with various toppings. The containers have stickers with the brand O'Meara's and prices.
Illustration of various meat cuts and sausage on a red background with text that reads 'Fresh from our kitchen, perfect at home'.
Two promotional posters for O'Meara's. The left poster advertises sirloin burger twin pack for €6.00, prepared by the restaurant. The right poster highlights that they cook fresh, ready-meals from Irish beef and chicken, with illustrations of meat cuts and leaves.
Graphic with various cuts of raw meat and the text 'Prepared by Us' in bold red letters.

From comforting classics to hearty family meals, O’Meara’s Oven-Ready range is freshly prepared in-store and designed for easy, great-tasting dinners — simply heat and enjoy.

Display of pre-packaged ready meals in a supermarket freezer with branding from O'Meara's, featuring fresh meat dishes and vegetables, with signs indicating prices and meal options.
Grocery store refrigerated section with prepared meals and pizza, and shelves of bread to the side, in a well-lit supermarket aisle.
Four prepared meat dishes in metal trays with labels: Lamb Rump with mint and balsamic vinegar crust, Beef Grillsteaks with cream and cheddar cheese, Lemon and Thyme Spatchcock Chicken with lemon slices, and Sticky BBQ Marinated Chicken with rosemary.
Banner advertising fresh to-go store made salads, sandwiches, and pastries with illustrations of a bowl of soup, salad, hot dog, sandwich, slice of pizza, taco, burger, and pastry.
Promotional signs for O'Meara's, a restaurant established in 1980, advertising a mix and match deal of any three items for 4.99 euros. The signs highlight that the food is fresh and handmade, including salads, sandwiches, soups, and pastries, with colorful illustrations of food items at the bottom.

O’Meara’s Food To Go offers a fresh, handmade range of salads, sandwiches, soups and pastries designed for customers looking for quick, quality meals throughout the day.

Illustration of various fast food items including soup, sandwich, salad, burger, taco, pizza, chicken drumstick, tomato, cheese, and bread with the text 'FRESH TO GO' in the center.
Display case with pre-made salads, sandwiches, and pastries at a store, with a sign advertising a meal deal for €3.99.
Pre-packaged ready-to-eat salads, sandwiches, pasta, and baked items from O'Meara's, with labels indicating prices and ingredients.
Display of hot chicken products and homemade soup station at a food service or grocery store. The hot chicken section has packaged rotisserie chicken with a sign, and the soup station has two pots of soup and a sign.
Illustration of fresh vegetables and fruits including carrot, onion, lettuce, red chili peppers, potato, yellow bell pepper, cherry tomato, cucumber, banana, and zucchini. Green background with white and green text that says "Fresh Goodness" and "100% Freshness Guaranteed."
Two grocery store signs for O'Meara's. The left sign advertises blueberries and raspberries with a price of €2.09, featuring fruit icons at the bottom and a green label reading "Fresh Goodness." The right sign highlights seasonal produce, including carrots, tomatoes, greens, bananas, and more, also with a green "Fresh Goodness" label at the bottom.

O’Meara’s Fruit & Veg branding brings clarity, colour and confidence to fresh produce—using bold illustration, simple messaging and strong shelf presence to make quality, freshness and value instantly recognisable in-store.

Illustration of a potato, tomato, carrot, and yellow bell pepper.
Colorful graphic with various fruits and vegetables surrounding the words 'Fresh Goodness' in green text.
Three ice cream freezers filled with colorful frozen treats, with signs on top indicating flavors and prices. The left and right freezers are labeled 'Fresh Goodness' with fresh fruit illustrations, while the middle freezer has a sign with 'O'Meara's' and fruit illustrations.
Image of a grocery store produce aisle with signs supporting local farmers and the sale of fresh organic vegetables and fruits.
Illustration of various baked goods including bread, pies, and lasagna, with text promoting oven-ready favorites that can be heated and enjoyed.
Two promotional signs for O'Meara's restaurant. The first sign advertises a deal to mix and match any two meals for €8.99. The second sign highlights that the meals are freshly prepared, oven-ready, and easy to heat and enjoy, with images of a pizza slice, a steak, and a sandwich.

From comforting classics to hearty family meals, O’Meara’s Oven-Ready range is freshly prepared in-store and designed for easy, great-tasting dinners — simply heat and enjoy.

Illustration of various baked foods like lasagna, pie, pizza, bread, and cake with the text 'Heat & Enjoy' in the center.
Four pre-packaged Irish-themed frozen meals in aluminum trays with labels: Irish Spice Bag with crispy chicken, Italian style meatballs in tomato sauce, Irish beef chili con carne with rice, and Irish beef stroganoff with rice.
A refrigerated display case with pre-packaged prepared meals, labeled as oven-ready favorites, with promotional signs indicating prices and the slogan 'Simply Heat & Enjoy.'
A packaged garlic pepperoni pizza bread on the left, a whole Cajun chicken peppers pizza on the right, and a colorful O'Meara's branded cardboard box or bag on the far right.
Frozen prepared meals in a refrigerated display at a grocery store, with signage indicating they are oven-ready favorites and freshly made meals.
Seafood assortment including lobster, shrimp, oysters, mussels, and lemon slices on a promotional banner for fresh seafood.
Two seafood restaurant signs promoting salmon and fresh fish, with images of fish, seafood, and sea-themed decorations, priced at 8 euros.

O’Meara’s fish in-store POS and packaging brings the theatre of the fishmonger to the shop floor, combining bold, coastal-inspired graphics with clear cues of freshness, provenance and chef-ready quality.

Illustration of various seafood items including salmon, shrimp, and lobster, along with lemon slices, seaweed, and shellfish, with a blue background and a central banner that reads "FRESH FROM THE SEA."
Seafood display at a market with signs for breaded cod fish fingers and salmon, showcasing fresh fish and seafood prepared by a fishmonger.
Four containers of fresh seafood, including king prawns, mussels, salmon fillets, and sea trout, garnished with lemon slices and herbs.
Display of fresh seafood including salmon, mackerel, and other fish on ice, garnished with yellow lemons and green leaves, labeled with signs and promotional tags, with the text 'Goodness from the Sea' and '100% freshness guaranteed' on the front of the display case.

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