IDna Group has always had a creative DNA. In fact, we started back in 2004 as a design agency.
Over time, we became more aware that the reason for buying design is rooted in business and business development, causing us to focus more on identity as the main element in our deliveries – because identity innovates business. However, we are and will always be proud of our strong design heritage – a field in which we still work. As we say, design is the strongest marker of change.
Positioning and visual identity
We were asked to revise, renew and further develop the visual toolbox for Irma, so the visual identity would fully support the new positioning while respecting the strong heritage of the brand.
Brand strategy and visual identity
The heart-shaped element is a constituent element of the VisitDenmark identity, as the focus is on the organisation’s logotype.
Browse our design work
Nestlé Little Rockets
For years, Nestlé has been among the market leaders in baby food, and at the moment, food and snacks for toddlers are one of the growth drivers in the Nordics. That is why Nestlé decided to expand the category with a new range for kids aged 2+.
Strategy and visual identity for The Akkermansia Company
The missing link to overcoming lifestyle disorders Positioning, brand architecture strategy, key messaging, naming, visual identity & web design for…
IFPA – Rebranding
Together with IFPA, we conducted a repositioning and rebranding process, activating the inherent identity of the federation for securing their impact against psoriatic disease in the next era.
The fast-food market is growing rapidly, and the Hatting brand wants to reclaim its position as a market leader with a brand that drives the category.
Biosym packaging design
Easy navigation in a growing market Packaging design for Biosym How to modernize a 35-year-old design and still be in…
Dora Nordic – Visual identity
DORA is an anagram of the word road, and it is the promising start-up that rethinks the allocation of goods in freight vehicles. We helped with strategic consultancy and developed their new visual identity.
Byggesocietetet – visual identity
The new visual identity for Byggesocietetet embraces both the traditions and the future that the organization faces while rejuvenating the perception of the industry to attract a younger target group.
econic – Visual identity
The two Dutch companies FCTR E and Zon, joined forces to create an e-home company that will accelerate the transition towards more sustainable heating and energy consumption in European homes. We have created a new visual identity for the new company, econic.
Fenucure Medical is on a journey towards expanding both the product portfolio and growth into new markets. We have contributed to the strategic brand positioning and the packaging design of the new product series.
Coop 365 visual identity
We have created the visual identity for the Coop 365 concept. With the green colour, they wish to send a clear signal of the green focus that Coop 365 will pursue.
Coop Visual Identity
Creating a new identity system for Coop Identity system and visual identity for Coop Danmark Coop Denmark has for years…
Ozloo brand identity
The global pet supplements market is growing rapidly. COVID-19 has caused an increase in pet adoptions, and the surge in online demand has shaped new ways to market products directly to pet owners, creating an opening for smaller, innovative brands to rise and challenge the established pet food giants.
The company finds itself in an increasingly competitive market, and following the introduction of a new management team, Hamlet Protein wished for a common starting point. This reinforced the need for defining who they are, what they do and what sets them apart from their competitors.
Co:Play naming and visual identity
In times of digitalisation and tech domination, new opportunities and challenges emerge. We created a bold identity for Co:Play that breaks with the conventions and the regular expression that we see in many law firms today, as they are truly different.
EHF brand system and visual identity
We were asked to develop a new brand design system and visual identity for the European Handball Federation – Our mission was to rejuvenate handball.
Krigsmuseet – Kanonhallen
Mankind has always been both fascinated and repelled by war. Thus, we were happy to be given the opportunity be a part of creating the visual universe for the new exhibition in the beautiful old artillery hall, and hereby be a part of conveying the insights and learnings about war.
In response to the fierce competition in the grocery sector in Denmark, Coop has launched a number of initiatives over the last couple of years. Focus has to a large extent been on convenience and high quality, and BrødCooperativet was one of these initiatives making good bread accessible to all.
NutAlone is a digital platform enabling the easy distribution and viewing of indie films. The platform was launched in 2019, and we helped in both the naming process and the creation of their bold new visual identity.
Anthon Berg for Costco
Costco is the second largest retailer in the world. We work closely together with the Anthon Berg team in creating limited editions and special packaging designs for Costco’s warehouses.
Our task was to create a new brand identity that would ensure a strong brand recognition and an easy distinguishing between ranges, while embracing the brand DNA.
Netgen wanted to establish a strong position in a market with increasing competition. In order to do so, we were asked to define their brand identity, including brand name, visual identity, tone of voice and brand website.
Irma packaging design
In 2018, the Danish high-end Supermarket Irma got a new strategy; “The Urban Irma”, and as a result we updated their visual identity to fully support the new positioning. In continuation hereof, we have created a new packaging design for Irma’s two own labels “Irma’s” and “Irma’s hverdag”.
Following the strategy-work we did for Willumsen’s Museum, we have created a new visual identity for the museum. An identity that holds more than just the artist himself – but now to a greater extent, holds his spirit, supporting J. F. Willumsen in being eternally relevant.
Insectstrument – Paris Texas
The “insectstruments” was created as a part of the visual identity for the clothing store Paris Texas, which opened its doors back in 2007. The store’s collection was unique, like a symphony composed of a number of international brands exclusive to Paris Texas.
In 2018, the Danish grocery brand Irma presented their new business strategy. Based on the new strategy, we were assigned to develop a new positioning for Irma and furthermore, to update Irma’s visual identity, in order for the visual expression to support the new positioning and strategic direction.
Chr. Hansen Human Health
We have had the opportunity to work closely together with the Human Health team to support this very successful and fast-growing business line in achieving their ambitious goals, and in order to do so, we have had both of our key competencies in play – strategy and design.
Together with industrial designer Jonas Lundin, we have designed a new iconic bottle for Faxe Kondi. The new bottle design integrates the well-known Faxe Kondi ‘energy swoosh’ in the bottle as a Faxe Kondi signature to underline the brand identity.
Earth Control experienced an increased demand for healthy snack solutions, toppings and green meals and asked us to ensure that their pack design reflected what Earth Control stands for – being the good natural ingredients that transform a meal from being ordinary to being extraordinary.
Anthon Berg – Guldæsken
Anthon Berg wanted to attract new consumer groups without losing the their existing and very loyal buyers, and hereby increasing the conversion rate to a proper level, considering the high awareness. Our task was to revitalize The Gold Box, ensuring that it would communicate generosity, modernity and mass premium without losing its recognition and feel of being a classic.
Anthon Berg Easter packaging
Anthon Berg has taken ownership of the pink colour, thus our task was originally to create a system for seasonal identities that are true to the Anthon Berg Identity.
Coop custom typeface
The strategic journey towards “One Coop” has made its mark on the development of the new Coop Corporate Visual Identity. As a part of this process, we have designed a new typeface for Coop that expresses and support the Coop DNA. The typeface is a Sans serif in a simple, geometric form creating a clear link to the original and well-known Coop logo. Designed together with type designer Elias Werner.
In 2017, the VELUX Group set the ambition to create a commercial division under the VELUX Brand offering daylight and fresh air for the commercial market. Up until then, VELUX had been a one brand company, with a market leader position in the residential market.
By personifying the art centre – Nikolaj – and letting it speak – “Let there be art”, Nikolaj preaches its passion for art through “Biblical” quotes. By saying, “I’m not a church” – what you see is not necessarily what you get!
The task was to empower the Yarpivo brand by developing a new design for the range that removed the gap between the perceived and actual value and quality of the brand. Enabling Yarpivo to meet national and international competition in eyesight at shelf.
A colourful bite Packaging design for Toms EKSTRA, Toms Group Aiming for a big bite of the increasing mass premium…
Anthon Berg Christmas collection
Anthon Berg is, through the Ren Rå Marcipan product, well-established in the Danes Christmas traditions. And in order to strengthen and expanding their seasonal position AnthonBerg wished to increase the product portfolio by introducing highly beloved classics dressed for Christmas as well as new products.
Nicoline Liv Andersen
We created this publication for artist Nikoline Liv Andersen’s exhibition, ”Slowly Seeping Through My Hands”, at Horsens Art Museum. The publication had to work both with the exhibition and afterwards as an independent work setting the stage for Nikoline Liv Andersen’s universe.
GoMore came to us because they needed a symbol that visualised and captured the GoMore identity and experience. In order to design and visualise such a symbol, we needed to understand and clarify exactly what the GoMore identity is, what the GoMore experience entails, and how it makes them unique.
In a time where chocolate has been redefined, from mass production to high quality and premiumness, how does a brand stay true to its identity and strong heritage while renewing itself? How to make a historical brand contemporary?
Following the award-winning redesign of the visual identity for SuperBest in 2007, we were, in corporation with Jäpelt A/S, asked to take on the assignment of further developing the DNA of the identity into a new and more inspiring in-store concept.
“REPUBLIQUE is an international theatre, which builds a bridge between the classical theatre’s powerful stories and the physical theatre’s innovative, provocative expression”. The task was to build an identity that matches the vision of the Danish theatre based in Copenhagen.
When developing the Wenaas brand identity, we wanted to secure honesty and a close-to-the-action feeling – it is about human beings and their safety. The Look and Feel is documentary, an honest and respectful tone that isn’t glorified.
Lægernes Pension og Bank
Lægernes Pension & Bank (The Medical Doctors’ Pension Fund & Bank) wanted to implement a paradigm shift, ensuring that in future they would be perceived as an adviser rather than an administrator.
IDna Group redesigned the Danish Cheese brand Riberhus in order to emphasize the brand’s heritage. The client, Danish Arla, wanted to strengthen their position in the market and to secure future growth.
With a shared sense of details and high design aesthetics IDna Group and Riemann began the design development – ending up with a deliberate iconic and clear design for both product lines.
SKAKO wanted to tell a stronger, clearer and more powerful story about itself, verbally as well as visually. Launching off from a One Brand Strategy, SKAKO asked IDna Group to assist on corporate and product brand strategy as well as developing the new SKAKO corporate visual identity.
“IDna Group advanced us in the strategic process. They made us take the bold – but right – decision, one that we would not have taken without their help.”
Jan Adolfsen, Director, Coop Nonfood.
Lagkagehuset has a very strong identity and presence in the Danish market today, and that’s due to the fact that the company is true to its Dna, its history, and its inherent strengths. When a company is true to what it believes in and what it stands for, then we believe that these strengths aren’t limited to a single market.
Nothing but great taste Packaging design for Cocio Milkshake As new flavours were introduced along with new ingredients and new…
In March 2017 NKT acquired the Swedish company ABB HV Cables. At the same time they changed their name from nkt cables to NKT – hence the need for a new identity. IDna Group helped with strategy and design and rewrote NKT’s core story and created the new identity on top of that.
Teaterbilletter is an online ticket portal, covering more than 100 theatres in Denmark. During the development of the visual identity it was important that the visual identity would not just express their product (tickets) but also the idea that the ticket is what grants you access to a world of experiences and magic.
The strategic work identified the Why of Toon, and detached Toon of the perception of being a thermostat – and defined it as a technology. During the process, it became clear that the current visual identity for Toon wasn’t compatible with the brand, and a new visual identity was developed and implemented with the new positioning.
If you are a Dane you probably do, because 96% of the Danish population knows MATILDE. However, due to the very fact that MATILDE’s brand awareness is as high as it is, many competitors have “borrowed” the same kind of key visual elements, leading to brand devaluation for MATILDE, as well as losing market share.
Full ownership of “0%” Brand identity & packaging design for Neutral, Unilever (Sara Lee Blumøller) The pivotal element in the…
The design challenge was to give the packaging a premium feeling, and to a clear link on the original design and the fact that Kærgården was first on the Danish market with spreadable. Furthermore, the new design created a clear hierarchy between the different flavors.
Following a management change, ALECTIA redefined their goals and business strategy and decided on a One-Brand strategy. We helped with strategy, naming and visual identity.
Danish Ship Finance desired a strong and more modern corporate visual identity. The new corporate visual identity was to be created with respect to the core values of the identity and the universe Danish Ship Finance exists within.
While the love and memories of Karolines Køkken remained, the brand slowly vanished into a number of Arla endorsed products, until a decision was made to revive Karoline by rediscovering her Dna and, based on this, creating a new, visual identity.
The competence development company DIEU had existed for more than thirty years, during which the company worked on creating international growth. Following the internationalisation, the name ”DIEU” created a number of challenges, one of which was that ”DIEU” means ”God” in French. We were giving the task to develop a new company name and subsequently a new visual identity.
Our task was to create a visual identity for the Chinese high-end men’s fashion brand, “M-IDEA FOREVER” for Mark Fairwhale, based on a strong concept, which expresses the brand’s two fundamental characteristics: Avant-Garde and Technology.
Our task was to redesign the visual identity for Denmark and VisitDenmark, which was created in 2003 and further developed in 2007. The objective of the original redesign was to create a distinct separation between the national tourist organisation, VisitDenmark, and the product Denmark.
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