Fritz Hansen Changing for the Future

Brand Identity

Fritz Hansen, internationally acclaimed Danish furniture producer, describes itself as a distinctive and exclusive brand with a strong focus on lifestyle

Internationally acclaimed Danish furniture producer Fritz Hansen describes itself as a distinctive and exclusive brand with a strong lifestyle focus. Everything Fritz Hansen produces, from tables, chairs, lounge furniture and more, is sourced from world-class designers such as Arne Jacobsen and Poul Kjærholm.

Fritz Hansen tapped LOOP to help bring the brand forward through a refreshing revamp of their visual identity, in-store signage and more, including a newspaper concept.

Examining the brand experience
The process of creating a new expression for Fritz Hansen required an honest look at current company practices. For a period of time, the colour red had dominated the in-store experience, and in a failed attempt to place their own trademark on ieces, the company had labeled every piece with red dots. Instead of creating an identity, these unsightly dots only served to turn off savvy consumers already aware of the furniture's classic pedigree.

Maintaining visual integrity became an overarching theme, which led to, among other improvements, simple window displays of classic chairs painted in metallic silver.

Most importantly, our work served to provide a rationale behind the name "The Republic of Fritz Hansen", by implementing a visual identity that integrated the entire line of chairs into the brand design and logo.

LOOP delivered

Visual Identity manual

Shop signage concept

Newspaper concept and design