![Stockholm Design Lab: Askul](https://sgustokdesign.com/archive/Stockholm-Design-Lab-Askul-1-768x1152.jpg)
Stockholm Design Lab: Askul
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Askul wanted to establish a clear, compelling visual identity for its own-brand products. With the shared Japanese and Swedish design values of simplicity, clarity and economy in mind, and the benefit of a fresh set of eyes from outside Japan, Askul asked SDL to take a holistic approach to redesigning its brand identity.
![](https://sgustokdesign.com/archive/Stockholm-Design-Lab-Askul-2-768x512.jpg)
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![](https://sgustokdesign.com/archive/Stockholm-Design-Lab-Askul-5-768x512.jpg)
![](https://sgustokdesign.com/archive/Stockholm-Design-Lab-Askul-6-768x512.jpg)
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![](https://sgustokdesign.com/archive/Stockholm-Design-Lab-Askul-9-768x512.jpg)
![](https://sgustokdesign.com/archive/Stockholm-Design-Lab-Askul-10-768x512.jpg)
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