Rami Levi
SHORESH
HASHIKMA
Brand Identity
Shorsh HaShikma is a green experience point in the retail environment
Shorsh HaShikma is an experiential zone within the Rami Levy Shivuk HaShikma chain, dedicated entirely to the world of health, vitality, and nature. The brand draws its strength from the historic name “HaShikma” and deepens it into a green, organic, natural, clean experience that listens to today’s health-conscious consumer.
The space offers a wide variety of healthy products: dairy alternatives, organic products, alternative nutrition, sugar-free beverages, gluten-free products and more, all under one accessible, clear, and well-organized hub.
A design language that tells a story
The Shorsh HaShikma logo unifies two messages in a single carefully crafted icon:
• The upper part presents a stylized, clean, and precise tree
• The lower part continues the flowing lines that form the shape of roots
The roots symbolize depth, nature, origin, and authenticity, while the upper section represents growth, health, and innovation. Together, they create a memorable icon that embodies values of natural purity and trust.
Custom icons a micro language of health
Each content area in the space (organic, gluten-free, sugar-free, etc.) has unique icons designed in the same visual style of the tree and the root.
The icons support effortless navigation, convey professionalism, and strengthen the category distinction at a glance.
Organic retail experience as close to nature as possible inside the supermarket
The visual design creates a clear natural niche:
• Use of wood, earthy tones, and warm materials
• Shelving and layout designed like “breathing” architecture
• Ceiling elements sketching an “organic corner”
• Soft lighting reminiscent of a natural setting
This creates a defined area within a large supermarket a calm, healthy island a clean pause a boutique-store feel inside a mass-retail environment.
Differentiation
Shorsh HaShikma differentiates Rami Levy from competitors by:
• Creating a value-focused shopping experience (not only products)
• A unified language and strong brand presence
• Emotional connection to health culture
• A platform for expanding “green” awareness across the national chain
Summary
Shorsh HaShikma creates a bridge between nature and a modern shopping experience a foundation of deep, authentic roots and a canopy of innovation, variety, accessibility, and thoughtful design.
