At the beginning of 2007 our phone rang. It was Halens, one of Sweden’s oldest mail order companies, who wanted to revitalize their brand because they were seriously thinking of getting into the world of fashion and interior design. We got going right away with some market research surveys – all of them pointed in the same direction: There was a very great awareness of the company and their customers had great trust in the brand. However, they were not as positive about its clarity. Nor was the brand charged with the emotional values they wanted to have.
One thing that struck us early on when working with the new trademark was that clothes, furniture and home furnishings meet other needs in people’s lives today than was the case earlier. For many, shopping is a source of pleasure, an outlet and in many cases even a hobby. But at the same time, there are many things that obstruct our shopping experience – often it is a matter of a lack of time, knowledge and accessibility. What resulted was a brand personality – Halens became your good fashion-savvy friend giving you tips and advice on an equal footing in an otherwise so elitist world of fashion.
The design of the brand was a consequence of the brand platform, with more feminine and effervescent expression of fashion. Their ruby red colour makes Halens really stick out among all other plain red actors. We also developed a new imagery and tonality platform to provide the brand with a clearer special feel.
