Practice
Branding
Scope
Brand Audit; Refresh; Guidelines; Collateral
Year
Client
Linne
Link
Linne
Brand refresh for a Scandinavian furniture brand.
Linne made furniture — small-batch, sustainably sourced, sold direct through a studio showroom and an online shop. They'd been operating for six years. The original brand had been designed by one of the founders in the first year and had never been formally revisited.
By the time they came to us, the brand was being applied inconsistently across a growing number of surfaces — a website, a lookbook, a trade show presence, wholesale packaging, and a social media presence that had developed its own visual logic independently of everything else. The brief wasn't a rebrand. It was a recalibration — bringing everything back into alignment with the brand they'd actually become, not the one they'd started as.
The challenge
A refresh demands precision: unlike a rebrand, you’re working with existing equity that must be preserved while improving nearly everything else. Linne had strong recognition, some tied to imperfect visuals. The challenge was separating true equity from mere familiarity — evolving the brand in ways that felt like continuity, not erasure.
The work
Linne’s refresh began with a full audit. The wordmark held quiet authority, but the system around it had drifted. We rebuilt: a clear typographic hierarchy, a reduced five‑color palette, photographic and materials standards, and context‑based guidelines organized by use. A concise brand story named the founders’ values, giving them language as enduring as the visuals.
The result
Linne’s refreshed identity translated directly into results: at two trade shows, buyers remarked on the stand’s new cohesion, and wholesale enquiry conversions rose by about a third compared to the prior year. The product hadn’t changed — only how seriously it was taken, thanks to a brand system that signaled clarity and credibility.
More work
