Royal Copenhagen has made porcelain since 1775, but over time the brand had moved too close to the mainstream high street. It needed to strengthen its position and re-establish the premium character that had defined it for generations.

Working through a series of strategic scenarios, we set a clear direction: modernise the brand while staying true to its heritage, letting the craftsmanship at the heart of Royal Copenhagen lead the way.

We created a brand refresh with typography at its centre. PLAYTYPE drew Royal Serif, inspired by the brand’s iconic hand-painted brushstrokes. Looking to printed type from the period in which Royal Copenhagen was founded, we used the transitional typefaces of the 18th century as a starting point. Alongside the typography, we brought Royal Copenhagen’s iconic Royal Blue to the forefront of the identity. A colour rooted in the brand’s heritage and instantly recognisable from its hand-painted porcelain, Royal Blue became a defining element across the visual identity and art direction.

Following the refresh, we continued our close partnership with Royal Copenhagen, serving as its global brand agency for more than five years. Our work has spanned everything from creative concepts and campaigns to photography, film, copywriting, brand sound, animation and motion design principles and more.