Lifestyle Brands


benuta is the leading e-commerce company in Europe for carpets and home accessories.

Problem: With the increasingly comprehensive product range, benuta’s brand architecture grew organically to seven sub-brands. However, these house brands were not recognised or understood by customers.

Solution: Helder consistently focussed the sub-brands on the main target groups, streamlined the brand architecture to four sub-brands and developed new names and brand designs – for clear customer orientation.

Result: benuta evolved from a shop to a brand and asserted its position as a market shaper.


benuta went through the entire branding process: from the brand workshop to Brand Frame® and brand design to brand implementation at touchpoints and in the employee experience.

Brand architecture

User-centred brand architecture: Tailored to the main target groups, the new sub-brands provide guideance in the product range. They fit harmoniously into the overall concept.


The benuta word mark no longer seemed up-to-date. We harmonised the typography and strengthened the typeface to radiate more self-confidence.

Key Visual

Carpet shapes visualise the diversity of the product range and also serve as a framework for content.

In collaboration with Alexander Roth, the Benuta Serif font was developed, which is characteristic of the brand and product: warm, caring, stylish.

Colour Scheme

The colour spectrum has been refreshed in line with the positioning and expanded to include label colours for buttons, sales promotions and CtAs.




Imagery Style

The visual language focuses on the customers’ living environments. The visual language is lifelike, warm, inviting and inspiring.

The sub-brands reflect the diversity of lifestyles. These are reflected in situations, styling, lighting moods and models.

On Product

The rebranding makes it possible to clearly assign products to sub-brands. Labels and tags were redesigned accordingly.

Social Media

The design was rolled out to all relevant touch points.Social media channels play a central role for benuta.


The sub-brands are presented online in a shop-in-shop style.


To ensure consistent implementation of the branding in-house, we developed a brand guide with extensive application scenarios.

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    Creative Director

    030 403 664 76