Sharpened Positioning and Design Refresh for de Sede
Just in time for the world’s largest design fair, the Milan Design Week 2025, Heads has refined the positioning of the 60-year-old Swiss heritage brand and updated its corporate design.
From Furniture to Icon: The Signature Piece
The furniture manufacturer based in Klingnau is now focusing on its design icons – a reflection of a unique, trend-independent design language with a clear identity. De Sede appeals to individuals who consciously shape their living spaces and wish to make a statement. Exquisite materials and precise craftsmanship give each piece its uniqueness and lasting excellence. This focus also responds to strong demand in Asia, where Swiss craftsmanship and timeless aesthetics are particularly appreciated. As a result, Heads developed the new de Sede claim: “The Signature Piece” – a statement for style-defining objects with iconic character, created for individualists with a sense for exclusivity.
A Flexible Visual Identity with Strong Typography and Swiss Heritage
The new corporate design provides a flexible, dynamic framework for product presentation. The elegant serif font Proxima Sera Regular in the text color de Sede Red – a nod to the brand’s Swiss origins – allows for striking headline applications. The seamless flow of text and image adds distinctive character and highlights the iconic nature of the sofas and armchairs. A variable layout grid with generous white space ensures visual consistency across different image styles. The design is complemented by a graphic pattern composed of multiple interlinked de Sede monograms.
Artistic Perspectives for Iconic Pieces
On a meta level, the visual language abandons realistic settings and showcases the seating objects in artistic environments. De Sede invites renowned photographers to create these interpretations: Claudia Knoepfel captured the outdoor collection against rugged Swiss landscapes, while Kristian Schuller staged indoor settings in a vividly colorful dreamworld. On the product level, the seating object is presented as the centerpiece of elegant interior concepts – a manifestation of modern luxury, timeless aesthetics, and refinement.
Intuitive Navigation Meets Brand Aesthetic – The New de Sede Website
Building on these components, Heads developed the new de Sede website, which not only impresses with its aesthetic appeal but also guides users quickly to their desired sculpture or design inspiration. The key target group of interior architects can now access all professional information directly. Additionally, the seating objects can now be configured and purchased directly via the integrated webshop.
— Analysis / Brand Design / Brand Experience
