van Deurs

The signature of the van Deurs fashion brand is striking design and exceptional quality, displayed in a broad range of pleated garments and accessories. But when the brand first launched as a small Swedish startup, there was a disparity between the luxurious quality of the products and the comparatively pale branding and communication. Janet worked with the design agency Ohlsonsmith on a complete rebranding and repositioning of van Deurs for a relaunch – elevating the brand to reflect the design and exceptional quality of its products.

Ohlsonsmith decided on a dramatic visual approach that focused on materiality – and adapted the signature pleats and the tactility of the fabric itself as the central element of the new branding. To complement this bold new visual branding, Janet renamed the products with references to historical garments and theatrical costumes – and created a verbal identity and copy approach that was strong, positive and confident – and formed the basis for the writing of all brand, marketing and press material for the van Deurs brand’s relaunch.