de Sede
Design Refresh
de Sede, the renowned Swiss furniture manufacturer, has unveiled a refreshed brand identity that harmoniously blends its rich heritage with a contemporary vision. This strategic rebranding, introduced during the Milan Design Week 2025, underscores de Sede’s commitment to timeless design and exceptional craftsmanship.
Central to this rebranding is the new claim, “The Signature Piece”, encapsulating de Sede’s dedication to creating iconic furniture that transcends fleeting trends. This philosophy resonates with discerning individuals who seek to curate their living spaces with pieces that exude authenticity and lasting value.
The updated visual identity features a refined serif typography—Proxima Sera Regular—in the distinctive “de Sede Red”, paying homage to the brand’s Swiss origins. This typographic choice, combined with a flexible layout enriched by ample white space, allows for a dynamic presentation of de Sede’s sculptural furniture. A unique graphic pattern, composed of interlinked de Sede monograms, further reinforces brand recognition across various platforms.
In a departure from traditional product photography, de Sede’s new imagery embraces an artistic approach. Collaborations with renowned photographers like Claudia Knoepfel and Kristian Schuller have resulted in evocative visuals that place de Sede’s pieces in surreal landscapes and vibrant dreamscapes, highlighting their sculptural qualities and emotional resonance.
Accompanying the visual overhaul is a redesigned website that offers an intuitive user experience. The platform not only showcases the brand’s extensive collection but also provides tools for customization, catering to both individual customers and design professionals. This digital transformation ensures that de Sede’s commitment to excellence is accessible to a global audience.
Through this comprehensive rebranding, de Sede reaffirms its position as a purveyor of luxury furniture that seamlessly integrates tradition with innovation, offering pieces that are not just functional but also emblematic of personal expression.
Client de Sede / Date #2025 / Category #Branding / Branding Agency #Heads / Designers Marco Simonetti, Dominique Kaiser, Smilla Lindemann, Elliott Miller, Roman von Arx / Photographers Kristian Schuller, Claudia Knöpfel / Consultants Simone Raubach, Ralph Hermann
Design Direction Marco Simonetti @Heads Corporate Branding