Client

Rud Rasmussen

Industry

Furniture
Design & Craft

Deliveries

Brand Strategy
Visual Identity
Digital Design
Retail Design

Reviving a Danish Design Legacy

Founded in Copenhagen in 1869, Rud Rasmussen became one of Denmark’s most renowned cabinetmakers, with a legacy spanning more than 140 years of craftsmanship.

Its collection included furniture by some of the defining figures of Danish modernism, including Kaare Klint, Mogens Koch, Børge Mogensen and Hans J. Wegner.

The challenge was to translate this remarkable heritage into a stronger and more relevant contemporary brand position.

Reframing the Brand

LOOP Associates developed a renewed strategic and visual direction built around the authenticity of Rud Rasmussen’s heritage.

The logo was carefully redrawn with respect for its original character, while a new colour palette and visual expression reflected the brand’s close relationship with natural materials and craftsmanship.

A new approach to imagery and presentation placed the furniture, its makers and its history at the centre of the brand.

From Heritage to Experience

The identity was developed across both physical and digital touchpoints.

From a new website and online shop to catalogues, advertising, newsletters, signage and retail environments, the system created a coherent expression across the entire brand experience.

The result balanced tradition with contemporary design – allowing Rud Rasmussen to communicate its heritage while remaining relevant to a modern international audience.

Shaping a Danish Design Legacy

The furniture associated with Rud Rasmussen remains an important part of Danish design history, with many of its defining pieces continuing to be produced today.

The renewed identity provided a framework for presenting this heritage with greater clarity, consistency and confidence.

A contemporary expression created to strengthen and celebrate more than a century of Danish furniture craftsmanship.