With the 50 Year Anniversary Celebration and launch of the e-commerce platform, the Holmen Herr’s visual brand identity and collateral were in need of a facelift. A lack of alignment in visual content, coupled with non-existing visual guidelines, made it difficult to gain the attraction needed to reach the younger customer demographic.

My task was to modernize and provide a fresh and enduring enhancement to the Holmens Herr brand, both in terms of awareness and perception, while staying true to the well-established message and core values.

By replacing the grey color in the emblem, the logo became even more visible. Also, to set the tone and impression the secondary font was replaced. The quality of paper for the collateral was carefully chosen, for a more luxurious look.

2013 ǀ Update visual identity, Brand guidelines, Packaging, Print


Family owned since 1964, Holmens Herrekipering has been established as one of Sweden’s top retailers for high quality menswear. Well-stocked with the most classic fashion pieces as well as today’s sought-after famous brands, each shop supplies a wide selection of quality clothing with brands such as Hugo Boss, Acne, Ralph Lauren, Tiger of Sweden, Gant, Replay, L.B.M. 1911, Eton, NN07, and Nudie Jeans.