Rosendahl

Consistency is the cornerstone of Rosendahl Design Group’s branding

In collaboration with Kunde & Co, Rosendahl Design Group continues to reinforce its brands by being consistent and focusing on each brand’s unique creative universe.

About Rosendahl Design Group: A family-owned design company founded in 1984 by Erik Rosendahl, consisting of eight iconic Danish design brands: Rosendahl, Kay Bojesen, Kähler, Holmegaard, Lyngby Porcelæn, Bjørn Wiinblad, Juna, and Arne Jacobsen Clocks.

Task

To revitalise the brand position for several of the group’s brands.

Solution

Development of seasonal campaigns with a strong focus on branding.

Result

A set of compelling seasonal campaigns built on previous years’ analysis, and a strategy to strengthen each brand’s value proposition.

Staying true to each brand’s DNA

Since its foundation in 1984, Rosendahl Design Group has acquired multiple design and interior brands, becoming one of the leading Danish design houses. For the past few years, the main task has been to optimise the brand portfolio and strengthen the value proposition of each brand. This year, the plan was to continue building on the creative universes launched in 2021 to ensure that each brand’s DNA and core story were preserved. The task was to develop two independent campaigns for the five biggest brands: Rosendahl, Kähler, Kay Bojesen, Holmegaard and Lyngby Porcelæn.

Staying true to each brand’s DNA

Getting ready for spring and summer with existing classics and new designs

The first campaign ran this year during spring and summer. It focused on unfolding each brand’s creative universe around some of its core products. With clearly defined concepts and visual styles, it was important to ensure each brand represented and related to insights gained from previous analysis and strategic work. This resulted in 4-6 key visuals for each brand that were distributed in broad, high-impact media such as print ads and motion content for social media.

Getting ready for spring and summer with existing classics and new designs

Christmas time at Rosendahl Design Group

The second campaign revolved around Christmas and needed to work on two levels. Firstly, it had to unfold each brand’s unique concept and story and, secondly, it had to fit into an overall Christmas concept that brought all the different brands together under one unified story. That’s how the ‘Christmas wishes from Rosendahl’ concept was born. The concept allowed each brand to express its individual visual style within the boundaries of the design house’s overarching universe. Once again, the campaign was distributed in broad, high-impact media to continue the solid branding efforts.

‘Christmas wishes from Rosendahl’

A strong foundation for future stories

Rosendahl Design Group succeeds in communicating consistently throughout its entire brand portfolio, while allowing each brand to be expressed individually and strengthened around the brand’s core business. With time, however, new stories and products will be added, enriching the universe with new layers, while expressing the diversity and creativity of each brand in Rosendahl Design Group’s brand portfolio.