Anden is a London-based company that creates beautiful, practical everyday accessories to the highest quality standard.
Combining the meticulous master craftsmanship of bespoke designer/maker Gavin Coyle with the industry knowhow of Chris Haslam, award-winning lifestyle journalist, they have been steadily growing since the first launch in 2018 and needed a strong brand identity to reflect their ethos and background.
Their highly experienced master maker is dedicated to preserving the skills of traditional craftsmanship and applying them in new and innovative ways and often adapting to modern technologies. We proposed to position the brand as an anchor between modern technology accessories and traditional woodcraft, as embodied by the tagline ‘Craftsmanship for Today’.
The name of the brand originates from the Spanish word for platform, or the stepped structures built on mountain sides to allow planting crops on steep terrain, this was our inspiration for the logotype.
We set the initial strategy and brand positioning for the overall identity, including guidelines to rationalise the applications on physical products and online media.
