united heritage and technological precision in Auping's brand refresh for a well-rested world
For more than 138 years, Auping has been designing the very best ways to rest. It's expertise you can feel in every detail, built to last generations rather than seasons. This refresh gives that legacy a system to live in.
Robust by design
We set out to create the identity refresh with the belief that the depth of expertise doesn't need to announce itself in a fashionable, trendy manner. It needs to be a system robust enough to hold and make space for everything Auping stands for.
Functional clarity through typography
Unica77 LL is a typeface known for its clean, rational features. This is a typeface that carries authority, quiet confidence making it a natural expression for Auping.
Colour as a decision making framework
Colours are chosen to echo the finishes found across Auping's product range and for creative teams, it turns colour from an arbitrary choice into a guided one, a consistent framework behind every campaign and post.
A motion language that feels like rest
Inspired by the tranquil rhythm and cadence of a peaceful night’s rest, featuring gentle movements that rise and drift. The motion language embodies what the brand fundamentally believes in building: A well-rested world.
A mark of expertise everywhere
Whether on screen, in store, or out in the world, the vision we had created was intended to be reflected on every touchpoint carries the same depth of expertise, the mark of a brand that has understood rest longer than almost anyone.
Responsibilities
Shaping the visual language, visual design, establishing the motion direction, design for digital impressions, creation of the final guidelines, production design for follow up campaigns.
Credits
Dominique Matthijs, Robine Schmetz, Carsten Van Berkel, Thijs Bontje, Bastiaan Weers, Tamara Saelman, Anouk Huizer, Anna Bosscher, Maria Bodil
Available from 2027