Sweden's oldest department store Åhléns wanted to update its visual identity – both on- and offline – to stay relevant in the changing world of retail. With a diverse and carefully curated product range, where premium doesn't necessarily mean expensive and cheap don't equal low quality and with a socially conscious customer, the department store needed to re-establish itself as a modern department store.
With the updated visual identity we wanted to create a flexible, dynamic toolbox for Åhléns, where a few tools would create a high impact at every touchpoint. The single red color – a strong brand association with Åhléns – has become a world of red shades. The typography has been updated to add more character and style, without losing the accessibility and inclusiveness for the brand is known. By deconstructing the iconic logotype, we created emblems hinting at the store's wide and curated assortment. By zooming in on it, a world of pattern emerges. The new imagery manner is aiming to communicate the broad product range, its offering and core values in a fresh, inspiring way. You never quite know what’s in store when you step into Åhléns.
Created at Happy F&B / Role: Design Director & Art Direction