Since it was founded by Petrus Palmér in 2014, Hem has become internationally renowned for its imaginative designs and innovative spirit. The Stockholm-based furniture brand is at the forefront of cutting-edge furniture design, imbuing its entire range — which encompasses everything from sofas and stools to shelving and storage — with a unique sense of character.

The brand's commitment to experimentation has just been further cemented, with the recent launch of a fresh new look. Hem worked with London-based creative office Made Thought on the new identity, which is designed to convey the brand's playful tone and celebrate its role as a key player in the world of contemporary design.

The vibrant and expressive colour palette — a departure from the typically understated palette of Scandinavian design — reflects the playfulness of Hem's designs and collaborations. Meanwhile, a new typeface, Hem Sans, by leading Swedish typographer Göran Söderström of Letters from Sweden, lends a clean and contemporary aesthetic. It's a bold look for a bold brand.

If that aesthetic makeover isn't enough, Made Thought has also extracted a series of core shapes from Hem’s library of products to use across Hem's new branding. The agency digitally manipulated 3D models of iconic Hem products, such as the Alphabeta Pendant Light and the Last Stool, to create flat, graphic shapes that will be used to represent key product categories across packaging and promotional materials.

What do you think of the new identity?

Shop Hem at OPUMO.