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Building on danish furniture design traditions and scandinavian interior aesthetics since 1952 BoConcept has grown to be one of the most influential retailers of scandinavian interior design with 230 brand stores and 90 studios across the world.

Launching a revised magazine concept, BoConcept wanted to recapture its edge. For this, we revisited the visual identity toolkit and came up with a fresh take on the whole BoConcept experience – clearer, more dynamic and last but not least bringing more inspirational to the world of a truly global design brand.

The use of photos throughout the design update targeted more open-ended stories, intriguing furniture details and a scandinavian feeling across all visual content. To guide and maximise the use of photos we created 6 intuitive categories and a set of principles to go with each category. All of which led to more curated, natural and sophisticated photos across all executions.

Approaching the layout system we wanted to both frame and liberate content. We wanted a distinct and more controlled style but at the same time the tools to create more dynamic and enticing layouts. To do this we developed a modular layout system with endless possibilities to manage and adapt layouts to inspiring content across both on- and offline elements.

To consolidate and solidify the updated principles, elements, style directions and ambitions we designed a simple design guideline to help guide both internal and external stakeholders while working with the BoConcept brand across design elements.

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