BRAND IDENTITY · 2024
Nord & Co. Rebrand
A century-old Scandinavian furniture brand needed to speak to a new generation without losing the soul that built it.
Client: Nord & Co. · Scope: Identity, Art Direction, Rollout
Nord & Co. flagship showroom, Oslo. Shot during pre-launch brand review, 2024.
The Brief
Nord & Co. had been making furniture for a hundred years. The problem wasn't the product — it was a brand that had quietly aged into invisibility. Their visual identity hadn't been touched in over a decade, their packaging felt inherited rather than intentional, and a new generation of design-conscious buyers simply wasn't finding them.
The brief was deceptively simple: make Nord & Co. feel relevant again without making them feel new.
Early identity explorations. Paper weight and print finish were specified before the logo was finalised.
The Approach
The instinct with a heritage brand is always to modernise — to sand off the rough edges, simplify the logo, make it digital-friendly and call it done. That wasn't the answer here. Nord & Co.'s century of craft was the asset, not the liability.
The work started with an archive dive: original catalogue spreads from the 1930s, hand-lettered price tags, the original founder's stamp. What emerged was a visual language built on weight and restraint — a wordmark rooted in the brand's original letterforms, a material-led colour system drawn from the actual woods they work with, and a grid system tight enough to feel considered at every scale.
The Result
The rebrand rolled out across packaging, retail environments, digital touchpoints, and a campaign that ran in three Scandinavian markets. Nord & Co. saw a 34% increase in direct website traffic within the first quarter of launch, and two major editorial features in design press they'd never previously appeared in. More importantly, the brand now looks exactly as old as it is — and exactly as relevant.
Retail rollout across three Scandinavian markets. All in-store materials produced in-house under brand direction.
34%
Traffic Increase
3
Markets
12
Months in Development
2
Editorial Features
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