Danube Home

We conducted extensive market research, quantitative and qualitative surveys and interviews, workshops with the CEO, C-suite, middle management and store staff to really understand the business and the customer. Based on the insights gathered, it was clear that people gravitated towards choices and options, while Danube had select products but a much wider range of categories. Without changing the product mix, it was essential to dig deep to uncover what the benefit of a wider range over endless choices would be. And it became clear – in a world where we are constantly overwhelmed by choices and making up to 35,000 choices a day (as some sources suggest), less options actually felt like a breath of fresh air. It meant curated, hand selected, well-considered and most of all, much, much more simpler.

“Simplicity” became the foundation that would drive their revamped identity and carry through all their processes, store layouts, tech, visual and verbal identity.

The idea of simplicity would carry through all their processes, store layout, training and of course, the refreshed brand identity and messaging. The result is a well-styled, modern brand with great photography, a conversational and warm tonality and a promise that each touchpoint, from the stores to the products to the service staff, will brighten your day!