BY.ENSTRÖMS
"Bridging a century of Swedish craftsmanship with contemporary identity"
A new brand with a century of legacy
Enströms Möbler, founded in 1902 in Tibro, the historical heart of Sweden’s furniture industry, carries a legacy of over a hundred years. In 2015, the company decided to evolve by creating a new brand that could recover and celebrate the artisanal traditions that were slowly fading. Our studio was commissioned to design and develop By.Enströms, a brand that embodies a passion for joinery, high end crafts, and timeless design. The process began with a deep immersion into the company history and extensive research into the local Swedish furniture vernacular.
PROJECT DETAILS
Design: Carlos Jiménez
Client: By.Enströms
Year: 2015
Photography: Carlos Jiménez
Strategic naming and conceptual inspiration
“BY.”
The name "By" was chosen as a powerful preposition that identifies the agent behind an action. It emphasizes the "how" and the "who": the materials, the designers, and the expert hands that bring each product to life. By adding this prefix to the family name, we transformed the brand into a signature of quality and authorship, ensuring that every piece of furniture is perceived as a result of intentional craftsmanship.
Ideation and visual development
Inspired by core values such as tradition and longevity, we looked towards the geographical landscape of Tibro and the iconic "Falu red" wooden buildings of Sweden. The visual identity took shape through a process of simplification, seeking a balance between a classic heritage feel and a modern, versatile aesthetic. The final logo is a reflection of this journey from historical research to a contemporary graphic solution.
A versatile and timeless visual result
The final result is a logotype designed for high performance across diverse scenarios. The brandmark is robust enough to be applied physically onto furniture pieces through heat stamping or engraving, yet refined enough to maintain its clarity in digital environments and social media profiles. This versatility ensures a consistent brand presence across all physical and virtual touchpoints.
Art direction and brand values
To communicate the essence of the brand, we developed a series of conceptual images that act as a visual manifesto. These images were used across social media and digital campaigns to transmit values such as quality, material honesty, and the warmth of the Swedish home. The art direction focused on creating a soulful atmosphere that resonates with a design conscious audience.
DETAILS
Together with the logotype, some other details were developed. We selected the brand colors, the font to be used in different applications and we also designed a pattern to be used in different situations.
Defining the graphic details
Beyond the logotype, we developed a comprehensive visual system. This included a curated color palette inspired by natural pigments, a precise typographic hierarchy for all applications, and a custom geometric pattern used for packaging and interior linings, adding a layer of sophistication to the brand’s tactile experience.
Physical touchpoints and stationery design
Once the core identity was established, we designed a wide range of physical applications. This included everything from premium envelopes and postcards to detailed product catalogs and business cards. Every element was selected to reinforce the premium nature of the brand, using high quality paper stocks and minimalist layouts that allow the furniture designs to take center stage.
Comprehensive digital ecosystem and web app design
The final stage of the project involved designing a digital home for the brand. We created a website that reflects the minimalist and traditional values of the new identity, serving as a gallery for the different collections. To enhance the user experience, we also designed and developed a web application configurator. This tool allows users to customize their furniture pieces in real time, bridging the gap between traditional joinery and modern digital interaction
