13th July 2009

Fred International

Fred international is a boutique importer of modern Scandinavian furniture. With an audience of mainly interior designers and architects, the business sought to portray a premium yet attainable positioning, balanced with a friendly, approachable personality. Beginning with naming, War Design sought to differentiate the brand from┬áthe ground up, and deliver a ‘friendly approachable’ personality for the brand. Fred means ‘peace’ in Swedish,┬ábut in Australia he is a bloke! The brand identity thus became an investigation of personal identity itself, and the potential to play games with the audience about whether Fred is real or not was a fertile territory to play in.