De Klare Lijn

A brand identity and webshop for Leiden's leading interior design store.

What we did

Brand strategy, Brand identity, Naming, Webshop, Communications



Find a unique voice, with new ways to reach online audiences.


A very personal brand identity that’s “an invitation to express”, making every kind of customer feel at home.

De Klare Lijn website shown on a mobile phone


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.

Accessible design

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.

Staff favorites

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 feels 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.