For more than 135 years, Auping has been designing the very best ways to rest. The brand evolution celebrates what define Auping: Craftsmanship, technological precision and commitment to this promise of enabling a well-rested world.
Client
Auping
Type
Visual identity, Graphic, visual design, Identity system
Year
2025
A century and eighty-eight years (to be precise) of craft, expertise and innovation is distilled into every product at Auping. The new brand identity was built on the belief that the brand doesn't need to announce itself in a trendy manner but instead, it requires a robust system designed to hold and make space for everything Auping stands for.
Functional and warm
Unica77 LL is a typeface known for its clean, rational features. It carries authority, and quiet confidence making it a natural expression for Auping.
Color as a method of wayfinding
The expanded color palette assigns each accent color to content pillar types. Inspired by the fabrics and materials, the accent colors balance the technological, timeless neutrals with expressive hues while fulfilling functional wayfinding responsibilities. It also provides the creative teams a decision-making framework rather than choosing colors arbitrarily for each campaign or post, teams have a rule to work within.
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.
