Lemur is a product design studio based in Denmark. It develops its own collections and works on commission, designing honest and durable products, handcrafted in Europe. The team briefed us to work on their communication strategy and rebranding.
It was a collaborative process to understand and define their brand architecture and positioning needs. The visual identity had to honour their smart, no-nonsense approach to design and the clean Scandinavian landscape their products live in. At the same time, it would need a strong attitude and a differentiating edge.
We decided to create a main institutional brand for Lemur, while the collections would have their own sub-brands. The base concept revolves around literally leaving a mark on a surface. Applying this principle to the Lemur wordmark, we pressed it down on a surface. The result — which we call the Footprint — is the backbone of the Lemur visual identity. It unfolds into a series of graphical devices that allow various degrees of brand presence and feed an array of applications.
We delivered a visual toolbox and set general art direction guidelines, ensuring they would have a solid base to independently create their own applications of the brand.
Fair exhibition stand detail
Stickers for shipping parcels
An encircled variation of the Footprint becomes the main container for the sub brands, mimicking the studio’s modus operandi of embracing a specific concept/material combo for each collection.
The Fold collection sub brand, applied as a stamp on sexy black leather