Backe i Grensen is a department store established in 1889 in Oslo and its the only remaining family-owned store of its kind in the city. The identity of the shop has been changing through different time periods but has never truly reflected the company´s heritage, reputation, know-how and service. The company´s forward thinking philosophy was first manifested through its iconic modernist building in 1964, the first of its kind in Oslo. We were challenged with the task of reconnecting the companys heritage with a new generation of mindful and quality focused consumers, creating a coherent experience across physical retail, gift wrapping rituals and e-commerce.