From the outset, Danish fashion brand Redgreen has been inextricably associated with nautical utility and style – in keeping with the initial concept of company founder, Danish sailing icon Bent Krebs. To mark its 20th anniversary, in 2004, and re-affirm its reputation in the contemporary international market, an effective repositioning of Redgreen’s image was required.

This overhaul would include not only the brand itself, but also its own 156 shops, a further 165 shops-within-shops, in addition to 1,700 retail accounts in Scandanavia, Germany and Great Britain.

Acknowledging our substantial experience and expertise, Redgreen’s Creative Director, Kristian Andersen, utilised Tzenkoff to help evolve the company into its new, enlivened era. Firstly, as a result of our extensive research, analysis and insight we were able to help fully clarify and articulate Andersen’s vision of the brand.

As a result of this, we developed a definitive ‘brand bible’, which was based upon the brand strategy and audit. This brand bible has subsequently formed the basis of all briefs provided to Redgreen’s stake-holders, and continues to provide an essential blueprint for future success.