LMPP Studio is a retail branding and packaging design studio based in London and Dublin specialising in supermarket, convenience and food-to-go brands.
For Pettitt’s SuperValu, we delivered a comprehensive supermarket branding programme spanning visual identity, in-store communication, illustration and food-to-go packaging. This case study shows how retail-first brand strategy and design can strengthen customer loyalty, improve in-store navigation and create a distinctive supermarket experience rooted in community and quality.

Client
Pettitt’s SuperValu – independent supermarket retailer

Project Type
Supermarket branding, visual identity, in-store communication & packaging

Retail Environment
Supermarket retail, fresh food counters, food-to-go

Studio
LMPP Studio (London & Dublin)

 
Pettitt’s SuperValu brand identity shown across packaging, signage, delivery van and in-store visuals.
 

Pettitt’s SuperValu Case Study — Supermarket Retail Branding by LMPP Studio

 
Pettitt's SuperValu Flagship Superstore Bray - Branding by LMPP Studio
Pettitt’s SuperValu logo on a red background.
 

Project Overview
Pettitt’s SuperValu is a long-established, independent supermarket with a strong reputation for quality fresh food, local sourcing and customer service.

LMPP Studio partnered with Pettitt’s SuperValu to develop a cohesive supermarket brand system that would unify the in-store experience across fresh food counters, food-to-go, signage and packaging. The goal was to strengthen brand recognition, improve clarity in-store and create a more engaging, modern retail environment while retaining the store’s trusted, community-led character.

The Challenge
Pettitt’s SuperValu needed a brand system that could:

  • Work consistently across a busy supermarket retail environment

  • Improve navigation and clarity across multiple departments

  • Elevate food-to-go and fresh food areas without losing authenticity

  • Balance SuperValu brand requirements with a strong independent identity

  • Scale across future campaigns, packaging and in-store communications

The challenge was to create a system that felt designed, not generic — and that supported both everyday shopping and premium fresh food experiences.

Our Approach
LMPP Studio took a retail-first branding approach, designing from the shop floor outwards.

We developed a flexible visual identity and illustration system that could be applied across signage, packaging, POS and environmental graphics, ensuring clarity, warmth and consistency throughout the store.

Key elements of the approach included:

  • Clear visual hierarchy for fast in-store decision-making

  • Illustration-led storytelling to highlight freshness, craft and provenance

  • Distinct visual cues for departments and food-to-go areas

  • A system designed to evolve seasonally and campaign-led

Every design decision was made with the real supermarket environment in mind — how customers move, browse and buy.

 
A historic black-and-white photograph showing men riding horses along Main Street in Wexford, with vintage cars, pedestrians, and old shopfronts including the Savoy Bar, capturing everyday life in the mid-20th century.

In 1946 Jackie Pettitt opened his first food shop on the Main street in Wexford town.

The Results
The new branding created a more confident, recognisable and enjoyable supermarket experience for customers.

  • Improved clarity and navigation across the store

  • Stronger visual identity across fresh food and food-to-go

  • A warmer, more distinctive in-store atmosphere

  • A scalable system supporting future promotions and roll-outs

The result is a supermarket brand that feels modern and cohesive while remaining rooted in quality, trust and community.

Our Services
Supermarket Retail Brand Strategy
Visual Identity Design
Illustration & Iconography
Food-to-Go Packaging Design
In-Store Communication & POS
Campaign & Retail Roll-Out Support

A colourful illustrated mural created for Pettitt’s SuperValu, featuring Wexford landmarks, local farmers, fresh produce, seafood, bakery items, kitchen scenes, and community characters.
Hand-drawn Pettitt’s illustration showing a mix of bakery goods, artisan breads, cheeses, and fresh produce, used as a branded pattern for their supermarket identity.
Set of six Pettitt’s department brand icons featuring Sleedagh Farm, Bakery, Kitchen, Produce, Fresh Fish, and Flowers, each with distinctive colours and typography.
Pettitt’s Produce branding beside colourful fresh carrots.
Pettitt’s “Trust Our Farmers” banner with colourful illustrated fresh produce.
Pettitt’s Kitchen graphic with chefs preparing food behind the counter.
The Chef’s Kitchen at Pettitt’s SuperValu featuring illuminated signage for salads, rotisserie, and hot-to-go meals, with staff preparing fresh hot food behind the counter.
Pettitt’s SuperValu Take Away Kitchen with staff preparing fresh hot food behind the counter under bold black signage.
Pettitt’s SuperValu pizza counter with illuminated signage and takeaway menu beside a full wall display of freshly prepared kitchen meals.
Pettitt’s SuperValu Bakery branding beside a smiling in-store baker holding a freshly baked loaf in the bakery department.
Illustrated Pettitt’s Bakery banner with breads, pastries, and the phrase “Baking You Happy.”
Pettitt’s Sleeadagh Farm branding shown beside high-quality Irish beef cuts, representing local butchery and fresh produce.
Pettitt’s Fresh Fish branding alongside a fishmonger preparing a display of fresh Irish seafood, including salmon, white fish, and marinades.
 

LMPP Studio specialises in retail branding and packaging design for supermarket, convenience and food-to-go brands across the UK and Ireland.

 

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