DAY Birger et Mikkelsen is a Danish fashion company with collections for women, men and home interiors. They are represented in over 1,000 stores in 25 different countries. The assignment included working on the company’s graphic and linguistic identity and developing a series of packaging solutions, including carrier bags, labels, packaging, wrapping paper, stickers, brochures, scented candles etc. In addition to the logo, which was unchanged, we helped develop a new design environment in terms of words, images and typography and a hand-drawn symbol with oriental inspiration was added to create a range of patterns. The approach is based on a collection concept in which the elements are the same, yet different. Bohemian, and never corporate. No two elements are identical, but they complement one another and are held together by a clear design strategy based on storytelling in the true Bohemian spirit of “old luxury”, which goes to the very heart of the brand. The expression is largely based on beauty, attention to detail and the joy of discovery. Craftsmanship and the ambition to add that special touch can be found in every application and each piece of text.