In todays demanding market for physical retail it is important to find a strategy where the shop could transmit its history, philosophy and renowned personal service to a new generation of shoppers and to become an inspiring destination by offering curated packaging rituals that would stand apart from the competing departement stores. Our goal was to challenge what a premium retail experience could be today, shying away from the use of foil or other traditional effects and coated materials.

The company´s focus on quality and service is reflected through curated touch-points like the green uncoated Japanese gift wrapping paper used for origami, textile ribbons and round cardboard gift boxes with blind embossing, gift cards, signage etc. The work also included an e-commerce platform and art-direction for photography.

When redesigning the identity we approached Backe i Grensen as an institution that needed to convey its past, present and future. We developed a flexible system that manifests these tree coordinates through typography inspired by the modernist era, a bespoke signature as an homage to its founder Joh. Jørg. Backe, a geometric pattern lifted from the buildings tiled facade and a bespoke green colour signifying prosperity for the future.