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Edition Denmark Integrated Brand Identity Refinement / Corporate Internal Experience Design Consulting (2025)
EDITION DENMARK is a lifestyle brand that introduces the quality and relaxed daily life of Denmark to Korea. Starting with the Danish royal-certified tea brand 'A.C. Perch’s Thehandel,' it has expanded into specialty honey, coffee, living accessories curation, and in-house product development, proposing a new lifestyle rooted in Danish food culture. Through the EDITION DENMARK Refinement Project, FLAKE focused on redefining the brand’s philosophy and long-term direction, going beyond a mere visual identity overhaul to establish a system for consistent internal and external communication. From the initial stages of Strategy and Consulting to conducting Internal Workshops to build consensus within the organization, we laid the groundwork for the brand’s core values to resonate seamlessly across all channels. Based on this strategic foundation, FLAKE executed Creative Direction to redefine both Verbal and Visual Identities. In addition to refining core assets such as the Logo and Symbol, we developed a comprehensive Application system to ensure brand consistency across various on-and-offline touchpoints. Through this project, FLAKE successfully established a systematic communication framework that enables EDITION DENMARK to deliver a more solid and profound brand experience to its customers.

에디션덴마크는 덴마크의 일상적 여유와 품질을 한국에 전하는 라이프스타일 브랜드입니다. 덴마크 왕실 인증 티 브랜드인 ‘A.C. 퍼치스 티핸들’을 필두로 스페셜티 허니, 커피, 리빙 소품 큐레이션 및 자체 상품 개발까지 영역을 지속적으로 확장하며, 덴마크 식문화를 바탕으로 한 새로운 라이프스타일을 제안하고 있습니다. 플레이크는 이번 에디션덴마크 리파인먼트 프로젝트를 통해 단순히 시각적인 아이덴티티를 정비하는 것을 넘어, 브랜드의 철학과 장기적인 방향성을 재정립하는 통합적 솔루션을 제공했습니다. 프로젝트 초기 단계의 전략 수립과 컨설팅부터 조직 내부의 공감대를 형성하는 인터널 워크숍을 진행하여, 브랜드가 지향하는 가치가 내부와 외부 모두에서 일관되게 흐를 수 있도록 토대를 마련했습니다. 우리는 이러한 전략적 기반 위에 크리에이티브 디렉션을 전개하여 브랜드의 언어적 체계인 버벌 아이덴티티와 시각적 체계인 비주얼 아이덴티티를 새롭게 정의했습니다. 로고와 심볼을 포함한 핵심 에셋의 정교화는 물론, 다양한 온·오프라인 접점에서 브랜드의 일관성을 유지할 수 있도록 다각적인 애플리케이션 시스템을 구축했습니다. 이를 통해 에디션덴마크는 고객에게 더욱 단단하고 깊이 있는 브랜드 경험을 전달할 수 있는 체계적인 커뮤니케이션 기반을 완성했습니다.

Discipline — Brand Identity
Scope — Strategy, Consulting, Internal Workshop, Creative Direction, Verbal Identity, Visual Identity, Logo / Symbol, Application
Client — EDITION DENMARK
Date — 2025. 06