Smith & Caughey’s Rebrand

Concept

Refreshing the Smith & Caughey’s visual identity aimed to elevate the brand’s perception, reviving a time when a Smith & Caughey’s shopping bag symbolised status and aspiration.

The direction centred on celebrating our rich history as a key point of difference, while championing the physical store to re-establish Smith & Caughey’s as an iconic Auckland shopping destination.

The brand name is reimagined using a modern interpretation of a traditional serif typeface, honouring Smith & Caughey’s heritage in a contemporary way, striking a constant balance between old and new. The familiar composition of the previous logo remains, preserving recognition.

Green plays a prominent role in our Queen Street store, seen in the fire escape, ironwork, and marbled entryways. Elevating this colour in the branding underscores the value placed on our brick-and-mortar presence.

To enhance logo versatility, expanded variations are introduced alongside the primary mark. These include a horse and cart illustration, drawn from archival photos of our delivery service, and a version featuring the signature of founder Marianne Smith (nee Caughey).

Adding seamless patterns to the brand kit extends the reach of the Smith & Caughey’s identity. Designed for use in packaging, merchandise, and more, these graphics continue to draw inspiration from architectural details unique to the Queen Street store, reinforcing the importance of place.