When Georg Jensen — the seminal Danish design company — had the opportunity to grow their global audience, the 116-year-old manufacturer approached NR2154 to help. To create a compelling point of differentiation in the luxury space, a holistic approach from strategy and identity to the roster of artistic collaborators and a series of relaunch campaigns was needed. We helped this legacy brand gracefully make the leap to global category leader.
In 1904, Georg Jensen had the then-radical idea to combine his passion as an artist with his skills as a silversmith, resulting in the first luxury brand led by a craftsman. For well over a century, this same idea led to a legacy of collaboration with some of the most renowned designers from around the world. By unearthing this history, we created a brand purpose rooted in artistic vision, quality craftsmanship, collaboration, and Scandinavian heritage.
Creating authentic aesthetic experiences extended beyond the identity to influence the brand’s collaborations and product development, ultimately expanding the perception of Georg Jensen from simply luxury objects to art objects with a rich story to tell.
Using the new brand purpose and values as our guide, we refined the Georg Jensen wordmark and monogram, commissioning master engraver Martin Mörck to redraw the royal crest that crowns the logo. Our intensive exploration of the archives revealed a maker’s mark that inspired the new brand patte
The resulting identity was implemented on all brand touch points including packaging and collateral as well as all advertising and digital platforms.