Lundhs

Lundhs, Norway’s leading exporter of natural stone, was facing increasing competition in the international granite marked. Due to a history as monopolist, Lundhs appeared sedate and old fashioned. SDG was hired to position Lundhs against heavy competition from Norwegian competitors and international substitutes. Lundhs wanted to be a source of inspiration for the use of natural stone and thus reach out to new target groups such as architects.

SDG developed a Brand Sense for Lundhs: “Crafted by nature – refined for living” which encompass the essence of Lundhs area of business and their products.

Crafted by nature: Lundhs natural stone was created by geological processes more than 300 mill years ago. Refined: The stone is refined and cut with high precision gained through Lundhs many years of experience. For living: The natural and beautiful products end up as a lasting beautiful part of people's everyday life.
The new profile is made to balance the rough blocks of stone against the aesthetic of the finished product. The logo symbol is based on the shape of the raw blocks that Lundhs extract. They form a solid L which is a key element throughout the profile. The profile colours are selected to match the carachteristic colours of the natural stone.