paleet logo with brand imagery

Elegance vs rebellion

We worked on the repositioning of the venerable Oslo brand – department store Paleet. A well established destination for shopping, with a refurbished interior and a totally new attitude.

BACKGROUND

Paleet has a prime location on Oslo’s main street Karl Johan. The owner, property company KLP, decided to make a total renovation to reposition the brand and to increase the store’s visibility in the city centre. The ambition was to create a destination for fashion and lifestyle as Oslo has never seen before. Neue developed the branding strategy, visual identity, photo and art direction, website and launch campaign.

SOLUTION

The new Paleet is an unconventional and inspiring venue. We developed a visual universe and a logo with several functions – as a traditional emblem, a striking and dynamic brand element and a symbol of the new Paleet experience. The identity is meant to express Paleet’s warm and vital personality. Its duality – elegance vs rebellion, absurdity vs beauty, prudence vs boisterousness, shows a human dimension. We also added a touch of Scandinavian simplicity and continental elegance.

paleet campaign showing a woman with face decoration
paleet advertisement in the d2 magazine
paleet logo system and concept
paleet campaign showing a person with colored hair
paleet brand imagery of a man with face decoration on an advertisement board
The identity is meant to express Paleet’s warm and vital personality. Its duality – elegance vs rebellion, absurdity vs beauty, prudence vs boisterousness, shows a human dimension.
paleet logo animation zooming in on the logo

paleet flag with branding
paleet store interior with brand imagery
paleet exterior signage show copper numbers
paleet signage with restroom icons
paleet entrance with logo branding
paleet shopping bag with branding