THE CHALLENGE:
Glas, formerly Glasmuseet Ebeltoft, is a cultural gem on Jutland's coast. It boasts a rich collection of glass art from the 1970s onward, a scenic garden, and a glassblowing studio where world-renowned artists come to practice their craft.

But despite its unique allure, Glas faced a challenge: its existing brand platform fell short in capturing and conveying the museum's essence. It needed a vibrant new brand identity that would not only encapsulate Glas' unique offering, but also entice a broader and more international audience.

THE IDEA:
Glass embodies the idea of contrast – hot yet cold, fluid yet solid, historically rich and strikingly modern. Embracing these dichotomies and showing glass from new and unexpected perspectives became central to our rebranding efforts. We also wanted to challenge the common perception that glass art belongs uniquely to the world of craft, and help elevate it to its just value – as a unique form of fine art.

In alignment with this vision, we made a bold decision: refining the museum's name to ”Glas.” This contemporary renaming goes beyond mere aesthetics. It highlights the museum’s unique dedication to glass as an artistic medium, and also strategically enhances its unique positioning within the art and culture scene.

THE EXECUTION:
Our goal was to create a brand language that sparks excitement about the world of glass, and the pieces of art so central to it. This vision came to life through our logo, inspired by the elaborate act of sculpting molten hot glass; through the introduction of the ”glass lens” – a graphic feature acting as a transformative lens, artfully altering the imagery behind it; as well as through the use of intimate close-ups, empowering viewers to truly connect to the artworks. Finally, to pay homage to the museum’s rich history and architecture, we translated its unique space into a recognisable icon.

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