Bold decisions were made throughout the process, with unexpected design elements becoming new favorites. This success stems from a thorough analysis of the brand’s strategic design potential. Nothing was left to chance, which likely explains the clean and precise solutions. The result is a pure design, stripped of any superfluous elements.
How did your background in branding and retail help with this complex project?
Dea Kudibal required a conceptualization that deeply understood both the history and future of retail. There was a need to explore the next generation of retail thinking. We worked diligently to create a solution that balanced the craft of retail with elements of hospitality and iconic design details. We had to push ourselves to focus on bold design choices that would reflect and reinforce the brand’s values.
How do you approach understanding the strategic business development of a brand like Dea Kudibal?
We build on a long history of developing brands both commercially and internationally. We’re not afraid to propose elements that aren’t traditionally linked to design. We always begin with a business-oriented perspective before transitioning into the design phase. This is likely what sets us apart from many other design agencies. Our clients appreciate our holistic approach. We’ve learned that this viewpoint helps brands make decisions that stand the test of time and scale. When the design is rooted in a clear understanding of the business, there’s less need for adjustments along the way.
Do your solutions challenge the client?
Dea Kudibal’s management was likely surprised by some of our proposals. At first, they seemed radical, but once we explained how these ideas aligned with the overall business strategy, everything made sense. Some of the concepts that initially appeared most daring have now become favorites of the management team.
Location Copenhagen
Design KIND Design Agency
Photo credits KIND Design Agency
KIND Design Agency
KIND Design Agency is an internationally award-winning design agency rooted in Scandinavian aesthetics. The company has grown over two decades and works globally with offices in Copenhagen and Milan. It specializes in design solutions for retail, hospitality and brand identity. KIND Design Agency is run by founding partners Thomas Jensen and Angelina Josefsen. Thomas and Angelina have built a life, a family and a shared ethos on the values and principles of KIND. They have found that this merging of work and life not only makes them better designers, but also more loving, caring and joyful people.
by AN Shopfitting Magazine no.183 ©