Client
Matas
Industry
Retail
Deliveries
Brand Strategy
Visual Identity
Design System
Digital Design
Expanding the Role of Retail
Matas, Denmark’s largest retail chain, has built a strong and trusted position over more than 70 years.
As part of a broader transformation, the brand is shifting from a traditional retail focus towards a more inclusive and contemporary communication platform.
A renewed direction centred on diversity, accessibility and a broader understanding of beauty.
Refining the Identity
We advised on the development of Matas’ visual identity, including an update of a logo unchanged since 1972.
Key elements were retained, while the expression was simplified and refined to meet contemporary requirements.
A clear and adaptable identity designed to operate across physical retail and digital platforms.
Designed for a Digital Landscape
The identity is built to function across a multi-screen environment.
From in-store communication to digital interfaces, the system ensures clarity, usability and recognisability across touchpoints.
A flexible framework supporting consistent communication in a diverse and evolving landscape.
A More Inclusive Expression
The updated identity supports a broader and more inclusive definition of beauty.
A restrained visual expression allows products, people and communication to take focus.
A foundation for Matas to engage a wider audience and communicate with clarity and relevance.
Selected work
