De Klare Lijn
Design comes home – A brand identity and webshop for Leiden’s leading interior design store.
Identity, concept, development
Help a leading interior design store with a long history to modernize their communications and reach an online audience.
The brand identity is an invitation to express, that makes every kind of customer feel at home.
The people working at De Klare Lijn are design fans, people who get excited about the materials, colors and comfort of their favorite sofa. Their enthusiasm and creativity are starting point for this brand identity.
The identity is an invitation to express, making everyone – whether you’re a Moroso aficionado or a couch curious – feel at home. We chose a vivid, bright style that draws attention and makes it fun for customers to explore the collection. The new logo is clear and concise. Overall we went for a fun, but distinctly accessible design.
The in-store presentation received a much-needed upgrade; new window lettering, wall stickers and attractive packaging. Staff favorites and specials are highlighted with personal, handwritten cards.
Just like the physical stores, we wanted the new website to be a place to wander, and get inspired. We chose Shopify to build a professional webshop, and designed a unique template for De Klare Lijn. Visitors can explore the collection in multiple ways. It includes a design blog, featured product groups, and an ever-changing editorial front page. In order to make life easier for customers and the team, online and offline sales are fully integrated. Both run through Shopify, with a Point Of Sale system connecting to the online stock.
We’re very happy with the end result; a brand identity that feels just as welcoming as the team at De Klare Lijn. The stores feel modernized, while still being just as quirky and full of character as they were before. When you’re in Leiden, go say hi. And maybe treat yourself to a new lamp. They’ll know which one.
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Photography by Michèle Margot