Leaders of Change
Danish Crown found themselves at a crossroads. They could continue to produce meat and food as they did. Or do things differently by taking a more sustainable approach to their production. In close collaboration with Kontrapunkt, Danish Crown found its new positioning, core narrative and identity as a market-leader at the forefront of sustainability.
With a history that dates back to 1887 and a future yet to be written, Danish Crown needed to unite the entire organisation. To emphasise how coming together is the only way to achieve their goal of a more sustainable future for food production. Kontrapunkt helped unite all divisions and put into words how they continuously change and tirelessly refine and improve the way they work.
After more than 70 interviews across all business units and divisions and a 18-month process, we came up with a new core narrative and a fitting identity reflecting the new Danish Crown. Ensuring everyone is aligned in finishing the transforming story for the future that is currently being written.
A significant new logo
The crown is fundamental for the Danish Crown heritage, and the new logo brings the people of Danish Crown together on the journey to come. It depicts the unity of all Danish Crown workers, farmers and management coming together in a circle and working towards better solutions for a sustainable future.
A vibrant interface
Danish Crown’s new brand identity is a living vibrant interface, with vivid ways of expressing the brand in both look, sound and motion. It reflects a diverse and powerful company ready to act. Bold, optimistic and clear, the quality and attention to detail is as impressive as Danish Crown’s ambitions.
Furthermore, Kontrapunkt created a brand hub for Danish Crown. A place to unfold and tell their story and vision for the future. The site invites everyone to join them on the new journey. Being curious, inspired, or even sceptic, the brand hub is an invitation and insight into the new Danish Crown. This is where the journey begins.
Visit the Danish Crown brand hub here: https://sustainablefuture.danishcrown.com/
The typeface reflects Danish Crown's craftsmanship and their attention to detail. It takes on the role of a challenger and pushes towards new standards and a new future. It is a typeface that gathers all of Danish Crown - while securing instant brand recognition in all messages written. Even with its loud voice, it is fun, inviting and open to dialogue.
The illustrative universe have been developed in close collaboration with Finnish artist Antti Kalevi. Colourful and diverse illustrations support the future vision of a vibrant brand in continuous development. Each individual illustration has been carefully crafted to act as a tactile supplement to the core brand elements.
The images convey the people of Danish Crown. It is the real story about every step in the Danish Crown organisation. Depicting both people and planet in authentic, uncontrived situations. Aesthetic and warm images that are rooted in the real world.
Signage and Wayfinding
An extended signage and wayfinding system has been developed to unify the brand experience globally from abattoires to headquarters. The signage will lead the way in both complex production facilities and office buildings, using brand elements such as the custom typeface and the red colour of Danish Crown.
Setting new standards
Every year, Danish Crown produce 9 billion meals to people all over the world. For generations they have been market leaders, providing consumers with the highest meat quality and safe food products. Danish Crown have always been setting new standards and exploring opportunities along the way. Their next goal is to be the world’s most sustainable meat supplier come 2030.
We have developed the following deliverables to Danish Crown to create their new positioning:
Visual Identity Design
Research and Insights
Wayfinding & Signage
Global Brand Typeface