Barbro Ohlson Smith
Stockholm, Sweden
barbro@ohlsonsmith.se
van Deurs
⁄ Brand strategy
⁄ Brand identity
⁄ Logotype design
⁄ Brand implementation
⁄ Packaging design
⁄ Exhibition concept
Client ⁄ van Deurs
Founded in Sweden in 2006, van Deurs is a fashion brand known for its signature pleated garments and accessories. Recognising the brand’s potential, we embarked on a rebranding journey to develop a complete identity programme and communication package.
Focusing on materiality, we made pleats and the tactile quality of the fabric central to the new branding. An early idea was the pleated swing tag, which set the tone for the design. In the autumn/winter 2007 lookbook, we incorporated simulated creases and angular typography to further highlight the tactile nature of the products.
Collaborating closely with founder Susanne Beskow, we realigned the brand to emphasise the touch and feel of its offerings. This refreshed identity opened doors for van Deurs in the fashion industry, both in Sweden and internationally.
As a testament to our work, the brand identity we created for van Deurs was featured in ”Graphic Design for Fashion”, published by Laurence King. This book showcases the creative processes of leading design studios, including Aboud Creative for Paul Smith and Acne Creative Departments for Acne Studios.
Creative Partners:
—Knotan / Photographer
