New visual identity honoring the heritage of Gundersen & Løken Opticians
Gundersen & Løken Optikk
The core values of Gundersen & Løken made them a dream client from the moment they walked through our doors. Their respect for tradition and commitment to craftsmanship—paired with a desire for a modern, contemporary edge—resonated perfectly with our own values. It was a natural fit when they approached us to create a new visual identity.
This renowned, family-owned optical store has been a cornerstone in the heart of Oslo since 1899. For over a century, they’ve built a trusted name in the industry. They've maintained this trust by offering high-quality optical services while continuously embracing innovation and the latest technology.
A major milestone was recently celebrated: their 125-year anniversary. Marking this legacy, they also took an exciting step forward by expanding the business with a second store in Røa, in the west part of Oslo.
Step inside the shop to find original wooden interiors beautifully paired with a stylish selection of eyewear
Understanding the rich history and strong reputation of Gundersen & Løken, our goal was to craft a visual identity that honoured their legacy while embracing a modern aesthetic fit for today. The design was inspired by the shop’s heritage, with many of its original features still in use and proudly on display. We aimed to preserve this sense of authenticity while introducing a contemporary edge that reflects the brand’s evolution.
In addition to the new logo, we developed a set of branded materials that align with the identity of the store. The project included a series of jubilee posters for the shop, as well as updated shopping bags and tote bags celebrating 125 years of business. Designed to be both practical and visually appealing, these bags enhance the customer experience and ensure that every purchase is accompanied by a sense of exclusivity.
Adding a unique and charming touch, we also designed custom matches as handouts, an unexpected yet delightful branding element that aligns with the shop's timeless appeal. This detail not only speaks to the brand’s appreciation for tradition but also provides customers with a tangible, memorable keepsake from their visit.
Throughout this entire process, we remained committed to preserving the originality of Gundersen & Løken. The result is a cohesive, elegant, and thoughtfully crafted visual identity that honours the past while embracing the opportunities of the present and future.
As Gundersen & Løken embarks on this exciting new chapter with its second location, we are proud to have played a role in shaping its visual identity. We look forward to seeing the brand continue to thrive, serving its customers with the same dedication and excellence that have defined it for more than a century.
Campaign board 'Solbriller på!' photo by Idda Van Munster. Campaign board 'Høst trend 2025' photo by Caroline Abram Paris Eyewear. Black and white photo of Gundersen & Løkens first shop in Oslo; source Aftenposten
Step inside the shop to find original wooden interiors beautifully paired with a stylish selection of eyewear
Understanding the rich history and strong reputation of Gundersen & Løken, our goal was to craft a visual identity that honoured their legacy while embracing a modern aesthetic fit for today. The design was inspired by the shop’s heritage, with many of its original features still in use and proudly on display. We aimed to preserve this sense of authenticity while introducing a contemporary edge that reflects the brand’s evolution.
In addition to the new logo, we developed a set of branded materials that align with the identity of the store. The project included a series of jubilee posters for the shop, as well as updated shopping bags and tote bags celebrating 125 years of business. Designed to be both practical and visually appealing, these bags enhance the customer experience and ensure that every purchase is accompanied by a sense of exclusivity.
Adding a unique and charming touch, we also designed custom matches as handouts, an unexpected yet delightful branding element that aligns with the shop's timeless appeal. This detail not only speaks to the brand’s appreciation for tradition but also provides customers with a tangible, memorable keepsake from their visit.
Campaign board 'Solbriller på!' photo by Idda Van Munster. Campaign board 'Høst trend 2025' photo by Caroline Abram Paris Eyewear. Black and white photo of Gundersen & Løkens first shop in Oslo; source Aftenposten
Throughout this entire process, we remained committed to preserving the originality of Gundersen & Løken. The result is a cohesive, elegant, and thoughtfully crafted visual identity that honours the past while embracing the opportunities of the present and future.
As Gundersen & Løken embarks on this exciting new chapter with its second location, we are proud to have played a role in shaping its visual identity. We look forward to seeing the brand continue to thrive, serving its customers with the same dedication and excellence that have defined it for more than a century.
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