A solid brand foundation, translated into smart digital results

From tradition to future

Smeva has been providing refrigeration solutions for over a century, serving supermarkets, fuel stations and the healthcare sector. Despite its strong market position, there was a growing sense within the company that the brand no longer offered clear direction. The organisation was evolving, but the brand had yet to catch up. This created fragmentation in communication, both internally and externally.

One team, shared responsibility

Smeva wanted to regain control over its brand and digital identity. In a collaborative process where strategy, design and technology worked together from the start, we co-created a sharper positioning and a digital platform that truly serves users. At the heart of this was the GI methodology, guiding every step from uncovering brand insight to activating the brand in a digital context.

Brand strategy as foundation

In a brand session with Smeva’s core team, we mapped out the tensions and opportunities within the brand. We did not start with visible assets but with the story behind the brand. What makes Smeva distinctive, relevant and credible in a shifting market

The essence was captured in one clear principle: Dedicated to Freshness. Not a slogan, but a compass for all decisions that followed, from language and tone of voice to design and interaction.

A digital translation based on user needs

The digital experience was built from the perspective of the user. We worked with personas and user stories to structure the site around context and need rather than internal logic. The site architecture reflects this layered approach

• Product level – direct access to solutions
• Market level – clear pathways per sector
• Brand layer – the story behind the company

This structure allows users to navigate quickly and meaningfully without distractions. Content follows strategy, not the other way around.

Design as the carrier of identity

The visual identity was refined based on the renewed brand story. The style is clear and distinctive, with high-contrast colours that support the brand promise of freshness and reliability. The goal was not to surprise but to offer recognition and guide every touchpoint with consistency.

From this insight, we got to work on the wireframes and the creation of an extensive UI toolkit. The primary goal of the website is to encourage contact, so: a conversion-driven site where a mobile-first approach is essential. Together with Not on Paper, we built a solid foundation, after which our designers took over to craft the visual translation.

A fresh look, for maximum conversion

From the UX phase, our designers got to work aligning the website with the brand essence, Dedicated to freshness. We chose black as the base colour. Probably not what you’d expect when thinking of freshness, right? However, the contrast with black makes the products stand out, which emphasises their freshness even more. By combining this with fresh teal and white highlights, we created a unique style (and matching vibe) that’s unlike any competitor. And it fits Smeva like a glove!

Outcome: more than a new website

The website was developed by Not on Paper, translating the strategy and brand into a seamless digital experience. Following launch, the brand grew not only in recognition but also in effectiveness. User engagement on the site changed measurably. More page views. Longer visit durations. Lower bounce rates.

More importantly, the digital environment now actively supports Smeva’s commercial and communication goals. The brand is alive within the organisation and connects clearly to the world outside.