Franzen rebranding
Franzen is a fourth-generation Düsseldorf-based family business on one of Europe’s leading luxury shopping streets – the Königsallee – that operates successfully in both retail and online retail. Since 1820, their portfolio has expanded from porcelain to include tableware and cookware, home accessories, jewelry and lifestyle products.
To present their high-quality products in the best possible way, Franzen uses a restrained black and white appearance. An iconic logo refers to the company’s origins as a porcelain business and is based on the look of the stamps and seals of such manufacturers. The double F in the middle stands for “Familie Franzen” and symbolizes the connection to the family and customers.
The established word mark is retained, but is transferred to the new corporate typeface, FH Oscar (with customized tabular figures and a custom name: FH Hermann). A reduced graphic concept with lines from the monogram structures content such as product descriptions and prices, while leaving sufficient space for the product range. This concept is continued in the clean stationery.
In the Düsseldorf store, one of the most important brand contact points, the branding also ensures recognizability and clear structures while remaining restrained. A comprehensive style guide supports the design of internal and external media, including price tags and shop window stickers.
A digital design system is created for the new webshop, developed in collaboration with BRANDUNG. It uses the iconic F-shape and provides an intuitive shopping experience.
