Rebranding Suztain, a sustainable retailer in Denmark, to better reflect its mission and connect with its target audience. I developed a new visual identity inspired by nature, femininity, and Nordic minimalism. The concept was later implemented by the company across packaging and their website.
Suztain, approached our school to gather branding ideas from a class
of over 50 students. As a real client, they reviewed our
proposals and selected my concept for implementation. I
developed a new visual direction inspired by natural elements and
Scandinavian minimalism, aiming to reflect the brand’s values and
connect with their target audience.
Alongside the design, I conducted a business analysis that
offered fresh insights, which the company found valuable.
Suztain later implemented the visual identity independently, and it
now appears across their packaging, both online and in
physical stores like the Danish variety chain
Normal.
Suztain’s existing brand lacked a cohesive visual identity that could communicate its values clearly and consistently across platforms. The previous logo and website design felt outdated and didn’t reflect the modern, conscious lifestyle Suztain promotes. The challenge was to bring clarity, warmth, and credibility to the brand through a fresh, unified visual direction that could elevate their presence both online and on physical products.
Suztain’s original website and logo before the redesign
Suztain is a brand committed to inspiring individuals to
take small steps toward a more sustainable lifestyle.
They aim to make eco-friendly choices easier by offering a range of
sustainable products, from everyday home goods to personal care items,
all crafted through fair production processes and using
environmentally friendly materials.
The brand
targets young, environmentally aware women living in Denmark,
who are motivated to make a positive impact on the planet. To resonate
with this audience, Suztain’s new visual identity draws inspiration
from natural and feminine elements, infused with
a Scandinavian aesthetic to create a warm, modern, and
trustworthy brand presence. Grounded in earthy tones and imagery
inspired by Nordic landscapes, the design aims to foster
authenticity, emotional connection, and alignment with the everyday
lives of Suztain’s audience.
The color palette is inspired by nature, featuring
muted shades that evoke harmony, femininity, and
sustainability. Green, as the primary color, symbolizes
nature and safety, while yellow and beige serve as complementary
tones. Dark brown is used for typography, grounding the design in
warmth and readability.
Tints of these colors are applied to backgrounds and design
elements, maintaining the brand's organic and
balanced feel while reinforcing its commitment to
environmental values.
Typography plays a key role in reinforcing the brand’s modern, feminine vibe. The clean, round forms of the Sofia Pro typeface offer clarity and ease of readability, ensuring a harmonious and accessible user experience across both print and web platforms.
Suztain’s primary logo consists of a wordmark, brandmark, and
tagline. The wordmark features clean, rounded typography that
reflects the brand’s approachable and
modern personality.
The brandmark incorporates a leaf detail with visible
veins, symbolizing growth, nature, and sustainability.
The tagline, “take a small step” encapsulates Suztain’s
mission to inspire people to embrace a more sustainable lifestyle
through small yet impactful actions.
To ensure authenticity and a deeper connection with the target audience, the brand's imagery is rooted in Nordic landscapes. Photography captures the natural beauty of the countryside, highlighting the environment Suztain’s consumers live in. By using imagery of these landscapes, we align the brand with the everyday lives of our audience, enabling them to imagine themselves using Suztain products in their own environments.
Product photography moves away from traditional, sterile white backgrounds. Instead, products are photographed in natural settings or through thoughtfully designed in-house setups, featuring natural patterns and textures. This approach not only reflects the quality and authenticity of the products but also creates a compelling visual narrative that enhances the overall brand experience.
I created a comprehensive guide to help the client apply visual identity consistently and effectively. The guidelines include detailed instructions, examples of best practices, and clear visuals demonstrating how to use key elements such as the logo, color palette, typography, imagery and tone of voice. To ensure clarity, the guide also highlights common mistakes to avoid, making it easier for the client to maintain a cohesive brand presence across all platforms.
I’ve incorporated the visual direction I developed for Suztain into a concept design for a landing page. Muted tones, white space, and minimalistic elements create a clean, modern look. Warm, earthy accents add an inviting touch, while the Scandinavian aesthetic ensures balance and simplicity.
Suztain, selected my design concept and strategy for implementation, recognizing how I successfully captured their vision and brand essence. Although I was offered financial compensation and a role at the company to support the implementation of the rebrand, I had to decline due to my commitment to a design studio at the time. Suztain later implemented the design independently, and today, their products featuring the new visual identity can be found online and in Danish variety store Normal.
The company’s website has been refreshed to align with the new brand guidelines
Products in Danish variety store Normal
Products with old packing (left) and updated packaging (right)
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