In 2010 we pitched for Hunkemöller. They just asked for an interior design, but we proposed both an interior concept and a rebranding, including a new logo design. Who would have guessed that now, seven years down the line, that initial pitch would lead to a complete brand reset and makeover? An evolution from the typical high-street retailer to a very strong and sexy brand. We were there from the start and have been a proud partner of Hunkemöller ever since.

Before we even started the interior design, we felt a need for a complete rebranding. The previous Hunkemöller logo and identity were without emotion. The logo could have represented a hardware company for all we knew. The umlaut on the “o” looked very German and very unsexy. We replaced it with the bow that we derived from the product range itself, where it is omnipresent as a little detail. The bow that first appeared to replace the umlaut, became the Hunkemöller signature and represents the brand, even in its own right.

The initial Hunkemöller typeface was stretched out and difficult
to implement. We decided to create a Hunkemöller typeface based on the famous Didot font, but without the serifs.

We designed the first ‘BOW’ Flagship store concept almost as a light and airy hotel. It has the comfort of home, yet it’s a little more mischievous and mysterious. The design is geared toward confident women who know what they want. It offers a literal glimpse into their lives.

After the ‘BOW’ Flagship store came the House of Hunkemöller concept. The store is located in the vibrant Leidsestraat in Amsterdam and only carries Hunkemöller’s most sexy lingerie. Regardless of this specialized range, the concept had to stay true to the trusted Hunkemöller look and feel. Creneau drew up a sexy concept for a mysterious mansion, full of inviting corridors, enigmatic spaces and cabinets. A tight 75 m2 of store space became a world of seduction. Once you’ve opened the majestic door, the outside world seems far, far away. Behind the door, a sleek corridor filled with dramatically framed products and visuals, gets you right in the mood.