IDna Group

26/04/2024

"Our work with identity has given us a shared understanding of the fundamentals, a shared language, and a strong guidance that eases prioritisation. It is not about personal opinions, as we have a shared reference that we have agreed upon."

Working with company identity can form a common point of departure and a shared narrative, which creates a strong foundation for growth or transformation. In this article, Stina Glavind, CEO of FDM, shares her experience with their identity process.

Top manager transforms Denmark’s largest interests and member organisation by asking: Why do we exist? When Stina Glavind took office as FDM’s new CEO in 2022, she came with a vision to transform and modernise the over 100-year-old organisation. Now in 2024, Stina Glavind reflects on the journey...

31/01/2023

More than 50 years since the beginning, Faxe Kondi – the iconic soda – has launched a brand new flavour: Orange, without the characteristic lemon-lime flavour. We have worked with the Faxe Kondi brand since 2018 with design tasks and brand identity. As the Faxe Kondi brand is built upon the lemon-lime “sports drink”, we are curious to follow how closely this new variant will get linked to the brand DNA in the minds of the consumers. We salute the bold move; only time will tell if the brand stretch is successful. Regardless, we can promise you one thing – it sure tastes good.

22/12/2022

We wish you all a Merry Christmas and the best wishes for the new year ahead. We want to thank all our clients, business partners and everyone who made 2022 such an exciting year, and we are looking forward to yet another exciting year in 2023.

12/12/2022

We are proud to share the news of our recent partnership with FDM.

FDM is the largest interest organization in Denmark and needs no further introduction. We are excited about the opportunity to help FDM reach their ambitious targets and work together with FDM to ensure continued relevance in the current transformation towards a sustainable society.

Through our identity-driven approach, we are discovering the Purpose of FDM together and paving the way to the future FDM.

22/11/2022

“There must be a purpose… Everything starts with identity for me.” These are the words of Denmark’s head coach of the national men’s football team, Kasper Hjulmand. And we couldn’t agree more because identity is significant to all – including football. Identity is an asset, no matter who you are – and as a company or brand, we believe identity is your only truly sustainable competitive advantage.

Today, the Danish national team is playing their first match at the World Cup, and on that occasion, we share this interview with Kasper Hjulmand on the world cup and rebuilding Denmark’s national team.

As Kasper Hjulmand states, “what we think we are and our competitive edge is our culture, and who we are”.

⚽️ 🇩🇰 👊

Kasper Hjulmand, Denmark manager sits down with The Players’ Tribune to open up about Christian Eriksen’s collapse during Euro 2020, and how the nation of De...

21/09/2022

Our third edition of State of the Brand is here 🎉

We reached out to 7 leaders from Norway, Sweden, Finland, and Denmark to discuss the state of branding in their specific regions, highlighting fundamental rights and wrongs, along with possible solutions ➡️ https://bit.ly/3QGKnLo

Snøhetta Bold Söderhavet BVD BOND Pentagon Design IDna Group

12/07/2022

And we have a winner... Peach won the "can of the match" and, therefore, a big welcome to the newest member of the iconic Faxe Kondi family 😎.

02/06/2022

Are you are next design intern?
https://idnagroup.com/careers/

12/05/2022

Say hi to Isabella Sydio Duedahl Madsen - our new intern in the strategy department. Isabella is working on her master’s degree in Applied Cultural Analysis at Lund University, and for the following four months, she will be working closely together with our strategists and our creative team to develop strong identities for our clients.

Welcome onboard, Isabella.

23/04/2022

Vote for your favourite new Faxe Kondi flavour

Faxe Kondi is an iconic Danish brand, and it is Denmark’s most popular lemon/lime flavoured soft drink. Now, the Faxe Kondi brand wants to launch a new flavour, and you get a say. These days you can find 3 limited editions in the shops: Faxe Kondi with peach, red berries or liquorice flavour. 🧡❤️🖤

Until July, you can vote for your favourite. Vote for the variant you think should win the “Can of the match” and become the new member of the iconic Faxe Kondi family.

We have created the new packaging design for the candidates, and we will course, make sure that the winner will be adequately dressed for success.

12/04/2022

Once again, it’s time for Easter eggs – preferably made of chocolate (if you ask us) 🐣.

The Anthon Berg brand has a long tradition of seasonal products. As they have taken ownership of the pink colour, our task was originally to create a “system” for combining the Anthon Berg pink colour with the conventional easter colours, creating a seasonal identity true to the Anthon Berg brand.

26/03/2022

New work out!
This week our work for the Hatting fast-food brand hits the shelves. We helped with brand strategy, brand identity and packaging design.

The fast-food market is growing rapidly, and the Hatting brand wants to reclaim its position as a market leader with a brand that drives the category. Our task was to define a new brand persona for the Hatting fast-food brand to help create a stronger market position and form the foundation for a new packaging design.

The ambition of the new packaging design is to make the brand stand out on the shelf, be perceived as a premium-taste brand, and make it the preferred choice among consumers. Therefore, we have created seven designs that, with their simple look and clear colour, ensure a strong stand out on the shelf make it easy to navigate for the consumers while reinforcing the Hatting brand as the market leader in the fast-food category.

01/02/2022

2022 marks the year of the tiger on the Chinese zodiac calendar. And each year, our client Anthon Berg introduces a limited-edition box of chocolates to be sold internationally.
Together with the Anthon Berg team, we have created a design that embraces the yearly change in the zodiac sign while ensuring recognition and strong brand awareness.

Happy Chinese New Year 🐅

27/01/2022

The word is out, and so is the very first sneak peek of our new partnership with Lantmännen Schulstad on the new visual identity for the Hatting fast-food brand. We can't wait to show you more soon.

Read more here: https://markedsforing.dk/artikler/nyheder/uncle-grey-skal-relancere-hatting/ (Link in Danish).

20/01/2022

New work out on the shelves – New packaging design for the Danish brand Biosym to ensure easy navigation in a vastly growing market.

Biosym specializes in developing and manufacturing dietary supplements. Their primary goal is to improve public health and to achieve this, Biosym has consistently developed effective, high-quality preparations based on the latest research in health and nutrition.

10/01/2022

New facade graphics and wayfinding for Danmarks Jernbanemuseum (the Danish Railway Museum) - Collab with Torden & Lynild 👊 🚂

28/12/2021

Costco is an American wholesaler, and it’s one of the largest retailers in the world. Each year, Costco handpicks the 12 best Chocolate brands presenting seasonal products, and again this year, Anthon Berg is one of them, making the Costco Double Door box with 1 kg of liquor-filled chocolate bottles one of the biggest global retail successes in the Toms Group.

We work closely with the Anthon Berg team to create limited editions and unique packaging designs for the Costco club seasonal product assortment. This is the latest edition of our collaboration with Anthon Berg for Costco.

21/12/2021

Warm wishes to you and yours this holiday season 🎄
We hope to see you in 2022.

https://idnagroup.com/happy-holidays-from-idna/

16/12/2021

DORA is an anagram of the word road, and it is the promising start-up that rethinks the allocation of goods in freight vehicles. Logistics is an industry that many tech-driven start-ups from the outside aim to disrupt through digital solutions. However, DORA is not a tech-driven start-up from the outside but a logistic-driven tech company coming from the inside, solving the challenges that really matter.

We helped DORA with strategic consultancy and developed their new visual identity supporting them in gaining speed on their own road as a start-up, accelerating interest and customer acquisition

DORA is an anagram of the word road, and it is the promising start-up that rethinks the allocation of goods in freight vehicles. We helped with strategic consultancy and developed their new visual identity.

08/12/2021

The word is out – We are graphic design partners on the new exhibition at Koldinghus, "Mary and the Crown Princesses", which opens on February 1st, 2022. This special exhibition marks HRH Crown Princess Mary's 50th birthday, and the exhibition paints a portrait of the Danish Crown Princess and four of her predecessors in the Glücksborg dynasty.

The exhibition focuses on the task and opportunities of being a Crown Princess. Through a lifelike 1:1 projection on the walls, visitors can meet Crown Princess Mary, who speaks about her own role and about her predecessors.

Torden & Lynild is responsible for the exhibition design, and Lystek is on A/V, light and sound.

We can't wait to show you more at the beginning of 2022.

25/11/2021

New work out on the shelves – New packaging design for BKI ☕️☕️

Many coffee brands on the Danish market communicate craftsmanship and the “barista feeling”; however, BKI wants to position itself to the everyday coffee drinkers. Those who appreciate that special kind of community that occurs between the informal relations in our neighbourhood, the card club etc. - Because it is often in everyday life that we find the most remarkable unity. Even though we tend to take everyday life for granted, many of us experience the greatest joys in the smallest moments. - Whether it’s the first, quiet morning coffee all to ourselves or the last cup from a shared thermos. Regardless of when and how, BKI wants to help strengthen that moment, where everyday life becomes more than just me or you, but for all of us.

Our task was to redesign the packaging for the well-known BKI coffee and help BKI on their journey towards tributing the joint moments for everyday coffee drinkers.

08/11/2021

In Matilde's mind, everyone deserves to be celebrated. For everyone is and can do something special! That's why Arla together with Wafande created the song, YOUR DAY - the soundtrack to every conceivable festive day 🎉.

Based on the visual universe created for the music video, we have created these two limited editions of Matilde chocolate milk.
Because everyone deserves a good celebration.

Watch the music video on Matilde's page.

03/11/2021

Say hi to Rasmus Buchmann - our new design intern. Rasmus studies graphic design at DMJX (Danmarks Medie- og Journalisthøjskole). Until the spring of next year, he will be a part of our creative team.
We can’t wait to get to know Rasmus better and work closely with him in translating the DNA of brands and companies into a visual language.

29/10/2021

Today is – a powerful opportunity to build understanding, inform and mobilize advocacy all around the world. Psoriatic disease is not just a skin condition; it is a systemic condition affecting multiple body sites, predominately the skin, the joints, or both. And it has a major impact on mental health and quality of life.
For World Psoriasis Day, the psoriatic disease community unites to demand action. https://ifpa-pso.com/world-psoriasis-day/

14/10/2021

Balderdash is a cocktail bar located in the heart of Copenhagen. By blending cocktail experiences with experimental gastro pop-up events, a contemporary art gallery and Danish pop culture, Balderdash sets the frame for a night-time experience like no other.

We created a brand identity that is built on the concept of a "creative space" iconized as a "drink glass" that can be visually filled with unexpected experiences, eccentric atmosphere, distinct events, and of course, innovative cocktails.

Work originally done by HEAVY™️ – Now a part of IDna Group.

Balderdash is a cocktail bar located in the heart of Copenhagen. By blending cocktail experiences with experimental gastro pop-up events, a contemporary art gallery and Danish pop culture, Balderdash sets the frame for a night-time experience like no other.

07/10/2021

Netgen wanted to establish a strong position in a market with increasing competition. The ambition is to become the leading company that combines different types of talent to provide next-generation solutions. To help them achieve this goal, we defined Netgen’s brand identity. We developed a Brand Name, Visual Identity, Tone of Voice and Brand Website that put the brand story at the centre of all contact points.

See full case: https://idnagroup.com/work/netgen/

22/09/2021

In close collaboration with a core cross-functional team from Hamlet Protein, we helped them discover the purpose for Hamlet Protein and uncover its DNA and identity. - Ending up with a compass to guide decision-making and ensure a common point of departure in the years to come. Following the identity-driven strategy work, we have created a new visual identity for Hamlet Protein. As we say – design is the strongest marker of change.

In close collaboration with a core cross-functional team from Hamlet Protein, we have uncovered their identity and framed their purpose in order to create a core story – all components that will help them ensure a common point of departure in the years to come.

01/09/2021

Fenucure Medical is on a journey towards expanding both the product portfolio and growth into new markets. We have contributed to the strategic brand positioning and the packaging design of the new product series.

The field of tension between the clinical and high-tech laboratory on the one hand and the naturally effective medicinal plant on the other became the focal point for both the strategic starting point and the development of the brand design. As a result, the conventions for effective and credible oral and dental care products became dominant with a pure and simple white expression and a load-bearing design element connected with the new brand name that tells the product’s DNA in one clear and decodable symbol.

Dentacure were on a journey towards an expansion of both the product portfolio as well as an expansion into new markets. We have contributed to the strategically brand positioning as well as with the packaging design of the new product series.

18/08/2021

The new visual identity for Byggesocietetet embraces both the traditions and the future that the organization faces while rejuvenating the perception of the industry to attract a younger target group. Furthermore, the new identity helps Byggesocietetet strengthen their presence in Denmark, as they already have a strong presence in the metropolitan area.

Here you’ll get a glimpse of how we solved the task with a new visual concept based on an enlightened cube as a reference to construction. The cube is a central part of the new logo, and additionally, it creates a graphical structure throughout the visual identity.

15/08/2021

Say hi to our new Account Manager Sara Mira Qvist Fog, who joined IDna Group this week. She brings vast experience in project management, production processes, communication development etc., for a long list of global companies and top-tier brands.
https://idnagroup.com/welcome-sara/

Say hi to our new Account Manager Sara Mira Qvist Fog, who joined IDna Group this week. She brings vast experience in project management, production processes, communication development etc., for a long list of global companies and top-tier brands. Before joining our team, Sara has since 2015 worked...