Client
Magasin
From Heritage to System
Founded in 1868, Magasin is Denmark’s leading department store, serving more than 20 million visitors annually.
We worked with Magasin to create a more coherent and contemporary brand identity.
A system designed to align communication across platforms, environments and customer touchpoints.
Built for Consistency
The identity is structured as a flexible system enabling consistent expression across campaigns, retail environments and digital platforms.
Clear principles for typography, layout and hierarchy support faster workflows and more efficient production — from concept to in-store execution.
The system reduces complexity while strengthening recognisability across all brand interactions.
Refining a Recognised Symbol
The Magasin logo, a widely recognised symbol since 1952, was carefully refined rather than redesigned.
Subtle adjustments improve balance, legibility and performance across platforms, while preserving its distinctive character.
Details such as the italic structure and the Magasin star were aligned to create a more coherent and future-proof expression.
Clarity in Experience
The work extends across identity, packaging and in-store communication — including updates to sub-brands such as Mad & Vin.
A unified system enabling Magasin to operate with greater clarity, consistency and speed across all touchpoints.
Selected work
