KungSängen (directly translated "The king's bed") is a well established swedish bed manufacturer, with 36 stores all across the country. KungSängen believe that machines can never craft as comfortable beds as human hands can. All of their beds are handmade in Enköping, Sweden.
They approached us to help them re-brand their visual identity and overall look & feel. Their previous identity did not reflect the craftsmanship and high quality that the company actually provide and stands for. KungSängen can keep low prices since all beds are made on order only — so basically we needed to create an identity that would communicate craftmanship and attention to detail, as well as the good prices that they provide.
Our challenge was then to, with respect to their previous logo, create a new visual identity including new colors, typography and logotype. We quickly fell in love with the idea of creating a bespoke icon, based on the previously used graphic elements; a king’s crown and a bed. Now the icon can even be used on its own, still communicating "The king's bed".