CCA 2010 / Design / Corporate identity

Shortlisted

Title
Revitalising Holmegaard

Agency
Make®

Client
Holmegaard

Art Director
Kristoffer Gudbrand

Strategy
Morten Brudholm
Kristoffer Budbrand

Photography
Gunnar Merrild

Design
Daniel Flösser

Holmegaard

Industry setting
Holmegaard is Denmark's most renowned producers of glassware. In 1825, Countess Henriette Danneskiold-Samsøe established Holmegaard with the philosophy that every Dane should have a beautiful drinking glass. Ever since then, Holmegaard has set design and industry standards. Today, as then, Holmegaard engages leading designers to create modern and functional glassware.

Challenge
Holmegaard is an established brand within lifestyle products. Nine out of ten Danes own a Holmegaard product. For the past 10 years, the brand has experienced a declining sale and an aging brand perception. The new brand needed to assert the leading position and revitalize its connection with the consumer.

Strategy
We supported Holmegaard in developing a new brand strategy celebrating the legacy without letting the past define the brand. The pivot point was taken from brand surveys and internal interviews. It was clear that the brand should target a younger audience. A new strategy was needed to project the strong, emotional quality and Nordic design values present in the products. Therefore, the key objective was to transform an old fashioned brand and to grasp the sparkle in the products. To turn an occasional usage of the products to an everyday experience without losing the high-end design and quality feeling.

Result
Holmegaard's communication platform is the brand itself. The old red logo square became transparent. Legacy is reflected in the red line. The transparent and golden scheme enhances the reworked logo. These elements portray Holmegaard as an authentic, fresh and personal brand. The photography is a striking feature; capturing moments of use.