Tvilum, a leading Danish manufacturer of ready-to-assemble furniture for the home is in the unique position to establish a distinctive brand presence in the Americas, taking it from being a behind-the-scenes provider of quality products through existing retail channels — Target, Walmart, Ikea — to being a celebrated brand in its own right.

Extending brand graphics from an existing logo, the project focused on establishing a solid platform from which to make the Tvilum brand more visible. Words and images were built from a powerful story: 90% of what Tvilum sells is Made in Denmark, where sustainable forestry has been practiced for more than two centuries. Additionally, the Danish tradition of woodcraft and workmanship, clean-cut design aesthetic, its flat-pack delivery and established e-commerce, provided a foundation for strong positioning in a retail environment proliferated by products Made in China.