Identity reimagined.
Inspired by its French heritage and its renewed regional ambition, Zebra supported to reimagine and reposition Geant for the Middle East – breathing new life into the brand while honoring its legacy of quality, accessibility and everyday trust.
The refreshed identity balances refinement with energy. The English wordmark was subtly evolved for clarity and confidence, complemented by a newly crafted Arabic logotype that ensures equal presence and cultural relevance. A distinctive brand icon – drawn from the legacy Casino range – anchors the identity, creating a recognizable symbol that bridges past and present.
From this foundation, a complete identity system was crafted. A vibrant yet disciplined color palette. Confident typography. Graphic assets designed to move fluidly across digital screens, printed materials and immersive environments. The result is a flexible, future-ready toolkit that adapts seamlessly across categories, ranges and occasions. The revitalized brand identity captures the energy of modern retail while preserving the trust and familiarity that define Geant. Punctuated by robust brand guidelines that empower local teams to implement the identity with confidence and precision across all customer touchpoints.
In-store, the experience was designed to evoke feelings of the traditional marché – inviting, warm and abundant. Infamous red brick backdrop coupled with market-style canopies and traditional market style fixturing greet shoppers. Fresh produce is artfully displayed in layered textures and rich color and FMCG aisles, Beauty, Home and Electronics sections are well organized with seamless transitions creating an intuitive sequence to the store experience that engages the senses while simplifying the customer journey.
This holistic design uplift signals a bold new chapter for Geant in the Middle East, that strengthening its presence across markets while reaffirming its role as a trusted, community-driven retail destination.
