Delivery
Brand strategy / visual identity / motion design
Year
2023 - 2025
Client
Since 2013, Caribe Supermarket have been a proud part of the Caribe Distribution Group, bringing the best of local specialties and international favorites to the island of Curaçao. All under one roof at Berg Altena 81, Willemstad, where they are all about providing top-quality products, grab-and-go items, and a one-stop shopping experience for everyone.
Challenge
But in a multicultural, multilingual market like Curaçao, standing out takes more than good products. With locals speaking Papiamentu, Spanish, Dutch, and English and a steady flow of international visitors, the challenge was clear: build a visual identity that speaks to everyone, without losing its sense of place.
The goal was to create a bold, recognizable brand that feels rooted in Curaçao. Warm, festive, and easy to connect with. Something that cuts through the clutter of traditional Dutch-style supermarkets and feels like the true Curaçao.
Approach
At the heart of the new identity is a hummingbird, a symbol often spotted in Curaçao’s gardens and immediately recognizable to locals. Friendly, quick, and vibrant, it’s a fitting mascot for a supermarket known for grab-and-go ease and lively energy.
The system builds from there. The flowers near the store entrance, ones that actually attract hummingbirds, became graphic elements in the visual world, reinforcing the connection to the island.
Beyond being practical, Caribe Supermarket needed to feel like a small celebration. A place where you can discover new local snacks, hear salsa music in the background, and feel the Curaçaoan island-vibes.
The identity brings that to life through bright color, playful layout, and motion-driven elements that echo the vibrant energy of the island.
Caribe Supermarket now stands out with a brand that feels confident, local, and unmistakably Curaçaoan.
Caribe is not just a supermarket. It’s experiencing the real spirit of Curaçao.
