Today, Karup Design reveals a refined visual identity that strengthens the brand's direction and sharpens the promise at its core: giving people more space in small, vibrant homes.
This identity launch is not about becoming something new. It is about becoming unmistakably Karup. A refinement - not a reinvention. A clearer expression of the life Karup designs for: urban, flexible, real, and full of movement.
© Karup Design
The refined identity was created in collaboration with &Co., whose strategic and creative direction helped shape a visual and verbal universe that mirrors Karup's flexible, human and urban DNA. "We're not changing Karup. We're making it clearer," says Josephine Hagger, Chief Marketing Officer. "Our customers live in small homes with big ambitions. They deserve furniture that gives them freedom, not compromises. The new identity puts that promise front and center - everywhere people meet us."
© Karup Design
More possibilities for the urban home
Karup's audience lives in compact homes where space rarely matches the pace of life. For them, space isn't something you get - it's something you create.
Karup's furniture is built for exactly that. Pieces that fold, flip, stack and adapt to shifting routines and full lives. The refined identity mirrors this flexibility through a bold yet warm aesthetic, a clearer visual system, and a tone of voice that feels human, direct and recognizably Karup.
"Our goal was simple," says Josephine Hagger, CMO. "To ensure that no one interacting with Karup - online, offline, or anywhere in between - is ever in doubt about who we are. We design for real life in small spaces. And we want our identity to feel just as functional, warm and flexible as our furniture."
© Karup Design
No compromises. More room to live
Urban life often demands difficult choices. But Karup believes people shouldn't have to choose between style and function, calm and character, hosting and having space to breathe. Homes deserve solutions that open rather than restrict.
The new identity strengthens that narrative - visually, verbally and emotionally. Clear. Confident. Human.
Karup - Gives more space.
Watch the promotial video here.
More information:
Karup Design
[email protected]
www.karupdesign.com
+45 9710 2000
Denmark
