Design meets Accessibility
We built Hej Kitchen’s brand from the ground up—defining its story, strategy, and design.
The result is a modern, warm, and high-quality identity that feels human and approachable. Every detail—typography, color, tone—was crafted to reflect clarity, craftsmanship, and connection.
Anchored in the Swedish spirit of Fika—the ritual of sharing a coffee break—the brand translates hospitality into experience: every store visit begins with a cup of coffee.
Unlike typical kitchen discounters, Hej Kitchen stores are located where life happens: embedded in vibrant shopping areas rather than industrial parks, making design and service truly accessible to everyone.
The Industry
Kitchen Retail
The Challenge
Most people shopping for a new kitchen face a trade-off: pay more than you can afford, or settle for less than you want. Hej Kitchen was founded to break that compromise. As a spin-off from Möbel Ehrmann, the brand entered one of Germany’s toughest retail markets—dominated by discount chains and heavy advertising. The challenge: to create a new OEM brand that could compete with the big players on price, while standing out for design, trust, and experience.
The Outcome
Hej Kitchen turned profitable from day one—proof that design-led branding can fuel real growth in a competitive market. Today, the brand has expanded into four stores and counting, establishing itself as a regional love brand and laying the foundation for Möbel Ehrmann’s growing OEM brand ecosystem.
Custom Brand Experience
Hej Kitchen’s brand experience was built on emotional design logic: a seamless journey from digital to physical.
In-store, the focus is on creating calm and connection; online, the tone and visuals extend that warmth into a modern, intuitive web experience.
It’s a brand that replaces pressure with presence—and makes every interaction feel considered.
Your dream kitchen is just a HEJ away.
Client
Hej Kitchen
Project Team
Klara Hieronimus
Benjamin Clemens Nuebel
Deborah Sjoukes
Cosima Schütze
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Our brand agency was founded in 2018. Currently we are a team of 16 branding experts. In total we have run over 100 brand projects already.
