Industree Hub designs the identity of Scarpamondo’s new SM+ concept

In collaboration with Scarpamondo, Industree Hub developed the brand identity project for the new SM+ concept, inaugurated in Viterbo—the first store in Italy to present the brand’s new vision.
The new distinctive mark plays a strategic role in the brand’s evolution, strengthening its positioning in the lifestyle retail world and enhancing its recognizability. The launch of SM+ marks the beginning of a redesign roadmap that will progressively involve other stores in the Scarpamondo network throughout 2026, in a coherent and scalable renewal process.

The new SM+ logo, designed by Industree Hub, features a thin line inscribed within a square outline—a bounded yet open shape that highlights the distinctive “+” symbol. It is a minimal and rigorous graphic solution, capable of combining lightness and glamour, visually expressing the brand’s value proposition: more choice, more services, more convenience.

“The ‘+’ symbol becomes an identity element and a statement of a new phase for the brand,” says Linda Porrino, Marketing Manager at Scarpamondo, “further confirming Scarpamondo’s evolutionary attitude and its commitment to offering an increasingly broad, contemporary, and accessible shopping experience. The SM+ logo coexists with the Scarpamondo logo, becoming the distinctive sign of an evolution built on solid foundations well known to our customers.”

The SM+ concept was created as a manifesto of Scarpamondo’s stylistic and positioning evolution: a new retail space where functionality, aesthetics, and customer experience coexist, designed to enhance the relationship between the brand and its audience.

The multichannel launch campaign, also created by Industree Hub, revolves around the claim “Your go-to store, now in PLUS mode,” which translates the added value of the new format into a communication message: more products, more services, more quality, more convenience.

Industree Hub is supporting Scarpamondo in its evolutionary journey and continues to foster its growth with an integrated and omnichannel approach that blends branding, communication, and digital strategy into a coherent, results-oriented ecosystem.