Sustainability has been part of Colruyt Group's DNA for over fifty years, shaping how they do business: with respect for people and nature, and a drive to make conscious choices easier. Building on that, they developed the first commercial sea farm in the Belgian part of the North Sea, growing mussels in suspended culture, down to ropes made from recycled fishing nets.

They asked Superellipse to name both the farm and the mussels, and to build a brand experience rooted in Belgian craftsmanship with a fresh, modern feel. The name Bel'Mer combines Belgium and mer (sea), putting the Belgian origin proudly forward as a mark of quality. The visual identity draws on Belgium's art deco tradition, with geometric shapes, rhythm and symmetry, and a tricolour subtly woven into the logo. The result is elegant, with real character.

Deliverables:

• Brand naming for the mussel label and the sea farm
• Brand strategy: brand pyramid, tone of voice
• Brand manifesto
• Visual identity: logo, colour palette, typography, graphic elements and photography guidelines
• Applications: labels, packaging, brochure, roll-ups, beach flags and POS material

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