Danish Design Rebrand
Danish Design
Rebrand
Brand Identity
THE PROJECT
Danish Design Store is a furniture store focusing on providing authentic, functional Scandinavian design to the United States. This rebrand aims to bring a new energy to the brand’s outdated brand identity. This rebrand resolves the disconnect between Danish Design Store’s current identity and the tenets of Danish design – functionality, style, and simplicity. The rebrand offers a modern identity for customers to identify and connect with while improving their digital presence, a key pain point for the solely online retailer.
THE PROBLEM
As an online furniture retailer, it’s vital to understand the digital space and market accordingly. Danish Design Store’s market focus is on young adults aged 25-35 who are early in their professional career. Located around the world in large metropolitan areas like CMDX, Berlin, NYC & Toronto. The market is interested in style and function, is tired of the corporate design trends of the twenty-first century. Willing to spend a bit more to ensure that they get the highest quality in a product, but doesn’t enjoy the overly intricate or elaborate style. Strategically targeting this market is of key importance as they begin to search for “real” furniture that will last a lifetime.