Breathing new life into a product design brand
In 2004, Lenox acquired Dansk, a brand known for its Scandinavian inspired mid-century modern design. The brand had become stale despite the continued popularity of a few of its iconic products. Parent company Lenox approached Michael Grave Design with a challenge to reinvent the brand from top to bottom and update the product collection to appeal to a younger consumer base.
Our cross-discipline design team set out to transform Dansk into a modern, design-relevant table top and house wares company through the complete reinvention of its branded assets. We redesigned its logo, packaging, marketing collateral, advertising, trade booth and merchandise fixtures as well as a 160+ new collection of products. Michael Graves Design created a completely new brand identity for the Dansk Graves Studio Collection inspired by automobile vanity license plates.
Pushing the boundaries of modernist sensibilities
The Michael Graves Design team pushed the boundaries of Dansk’s modernist sensibilities by adding big hits of color to packaging, store fixtures, ads and marketing collateral while keeping products in a more neutral palette to appeal to the broadest possible public. The brightly colored packaging with clean sophisticated graphics was designed to stand out amid a sea of sameness.