For more than 138 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.

The intention

We set out to create the identity refresh with the belief that the depth of expertise doesn't need to announce itself in a fashionably, trendy manner but it needs to be a robust enough system built to hold and make space for everything Auping stands for.

year

2025

Typography
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
Color as a decision making framework
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.
Motion
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.

Learnings

On staying relevant
For a heritage brand like Auping, staying relevant meant more than defending a legacy. It meant proving that decades of expertise still matter today and translating that credibility into a presence that feels current, not just established.

Responsibilities

Shaping the visual language, visual design, establishing the motion direction, design for digital impressions, creation of the final guidelines.

Some sleepless nights with

Dominique Matthijs, Robine Schmetz, Carsten Van Berkel, Thijs Bontje, Bastiaan Weers, Tamara Saelman, Anouk Huizer, Anna Bosscher, Maria Bodil

Responsibilities

Shaping the visual language, visual design, establishing the motion direction, design for digital impressions, creation of the final guidelines.

Some sleepless nights with

Dominique Matthijs, Robine Schmetz, Carsten Van Berkel, Thijs Bontje, Bastiaan Weers, Tamara Saelman, Anouk Huizer, Anna Bosscher, Maria Bodil

See related project

visual identity

2025

Simon Lévelt

A brand identity designed to carry a flavorful brand

I am a designer with a practice focused on all things related to brand, digital design, visual systems, art direction and concept. I am based in Haarlem, The Netherlands but will be happy to collaborate remotely in the EU / US and on site in the Netherlands and Singapore.

Home

Information

LinkedIn

Say hello
Amsterdam, The Netherlands
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Glimpses

2024 - 2026

I am a designer with a practice focused on all things related to brand, digital design, visual systems, art direction and concept. I am based in Haarlem, The Netherlands but will be happy to collaborate remotely in the EU / US and on site in the Netherlands and Singapore.

Home

Information

LinkedIn

Say hello
Amsterdam, The Netherlands
—
—

Glimpses

2024 - 2026