Hagen
Project overview
Netspace led the full rebrand of the SIA shop into Hagen, a retail concept rooted in "Hygge", the Danish notion of warm comfort. The new name is a contraction of Copenhagen. We delivered the visual identity, the in-store signage, the printed collateral (business cards, packaging supports) and a brand-new website that aligned the in-store and the online experience.
Client
Hagen
Date
2021
Industry
Retail
Services
Branding & Design
Hagen process
The challenge
SIA wanted to reposition itself with a softer, lifestyle-driven identity that would stand out in the local retail market. The brief asked for more than a logo refresh : a complete rename, a new concept, a coherent visual world that could carry across the store, the print collateral and the digital touchpoints.
Our solution
We built the entire brand around "Hygge" and christened the new identity Hagen, a contraction of Copenhagen. Logo, palette, typography and photographic direction were defined as a system. The identity was then rolled out to a new in-store sign, a full set of business cards and a redesigned e-commerce site so every customer touchpoint spoke the same language.
The result
Hagen launched with a coherent, premium-feel store-to-screen experience. The rebrand resonated with a more discerning clientele and gave the business a far stronger shelf presence and digital footprint than the former SIA identity allowed.
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