Client
Fritz Hansen
Industry
Furniture
Lifestyle
Deliveries
Brand Strategy
Visual Identity
Retail Experience
Campaign Design
Repositioning a Danish Design Icon
Fritz Hansen has long been recognised as one of the defining names in Scandinavian furniture design.
As the company expanded into new international markets, the ambition was to strengthen its premium position while creating a more coherent brand experience across communication, retail environments and customer touchpoints.
The challenge was to evolve the brand without compromising the heritage and design principles that made it iconic.
From Heritage to Experience
LOOP Associates evaluated the existing retail experience, visual communication and in-store environment to identify opportunities for refinement.
Building on Fritz Hansen’s Scandinavian design legacy, a revitalised identity was developed with a warmer visual palette, refined typography and a new approach to photography and campaign communication.
The work extended across editorial design, retail presentation and branded environments, creating a more cohesive customer experience.
Built for International Presence
The identity framework was designed to support consistency across campaigns, showrooms and retail environments worldwide.
Clear principles for imagery, layout and communication established a recognisable expression while allowing flexibility across markets and formats.
The system enables a unified brand presence across both physical and digital touchpoints.
Strengthening a Global Brand
The refreshed identity reinforced Fritz Hansen’s premium positioning while preserving the character and authenticity of the brand.
Implemented across stores and showrooms in cities including New York, London, Tokyo, Paris, Milan, Dubai, Seoul and Copenhagen, the framework established a more consistent global expression for one of Denmark’s most recognised design brands.
Selected work
