The Challenge

Scandinavian design defaults to the same visual vocabulary — white space, light sans-serifs, minimal everything. Norde wanted to feel Scandinavian in its values but not in its aesthetic. They needed restraint with edge — something that could sit comfortably in a Copenhagen concept store and a London boutique without looking like it belonged to either city specifically.

The Approach

The identity is built on contrast — heavy and light, old and new. The primary mark pairs a dense blackletter N — referencing northern European print heritage — with a clean modern wordmark in a geometric sans. Together they create a tension that feels both rooted and contemporary. The material system — swing tags, garment labels, tissue paper, carrier bags — was designed as a complete tactile experience. Every touchpoint uses uncoated stock and a deliberately limited ink palette, making the physical brand feel as considered as the clothing itself.

Deliverables:

Brand identity system · Primary mark & wordmark · Color & typography system · Brand guidelines · Retail packaging system · Lookbook art direction · Hang tag & label design

Result:

Launched in two Scandinavian concept stores and one London stockist in Autumn 2023. Shortlisted for a Danish Design Award in the visual communication category.