Gustafs celebrates 'A Living History'
The company’s new brand identity looks to the future whilst celebrating its heritage.
The concept of ‘A Living History’ explores Scandinavian wood culture, as well as Gustafs’ own story, which dates back over a hundred years. The company’s heritage is combined with a contemporary vision, to create a new brand identity.
THE JOURNEY
From a specialist carpentry shop to a global wall and ceiling claddings business, Gustafs has come a long way in just 110 years. The newly launched branding message for Gustafs was developed by Stockholm-based creative agency Nineties Studio, highlighting the company’s journey during the past century.
Jacob Hallsten and Jimmy Torneport, co-founders of Nineties Studio describe the process of creating a new brand identity for the company, “We wanted to utilise their heritage and build for the future. Based on this we distilled Gustafs’ ethos into knowledge, innovation and service to create a narrative which resonates with Gustafs’ audience.”
THE HERITAGE - Traditional woodcraft for today’s global markets
It’s helpful at this point to reflect on the beginnings of Gustafs. An early starting point in the company’s history was in 1913 when Andreas Tunander moved with his family to Gustafs and bought Gustafs Wood Processing AB in Dalarna, a county in central Sweden. Although Gustafs today harnesses technical innovation to meet modern fire safety standards and acoustic demands, much of what the company produces is a result of its heritage in traditional woodcraft.
THE STORYTELLING - Scandinavian design for a global audience
Today Gustafs creates contemporary public interiors with architects across the world. One of Gustafs’ strengths is its continued local connection to Dalarna and its ability to take that essence of traditional Scandinavian design to partners in new markets.
Its experience in projects in Europe and Asia combined with longstanding expertise in the production of wooden interior products embodies the idea of ‘A Living History’. It is an ongoing journey combining craftsmanship and contemporary design, with new projects always on the horizon.
Creating a new narrative
Hallsten explains, “The brand message A Living History highlights Gustafs’ vision to create stories with their unique solutions.” Nineties Studio brought this storytelling, alongside Gustafs’ authentic aesthetic, to life when creating the films
An Acoustic Tale and Harmony of Nature, which highlight two of Gustafs recent projects.
Movie: Harmony of Nature
Project: Lund’s District Court
Movie: An Acoustic Tale
Project: Malmö Live Concert Hall
Movie: A living history
THE MISSION - Relevance for today
Gustafs’ mission for today is to harness that long-held passion for materials with modern technology to create surfaces for walls and ceilings within beautifully designed environments that are harmonious and safe.
Nineties Studio has reflected this in the new graphic identity, continues Torneport, “The new graphic identity is more progressive and makes them more relevant for their current and future audience. The imagery is more artistic, even in the 3D films that showcase products, benefits and details, we create more inspiring content. The new Gustafs is authentic and innovative.”