More target groups reached with sub-brands

Lifestyle Brands


benuta is the leading e-commerce company in Europe for rugs and home accessories. With the increasingly comprehensive product range, benuta’s brand architecture grew organically. The problem was that customers did not perceive the seven sub-brands as brands. Helder slimmed down the brand architecture to four sub-brands and developed new names and brand designs – for clear customer orientation.

The typeface of benuta’s word mark no longer looked up-to-date. Therefore, we harmonized the typography and strengthened the typeface to radiate more self-confidence.

The logo says it all: the benuta-b rolls up into a rug.

benuta Rebranding

User-centric brand architecture: Tailored to the needs of benuta’s main target groups, the new sub-brands provide orientation in the product range. The sub-brands fit harmoniously into the overall concept.

benuta Sub Brands Markenarchitektur
benuta FINEST Sub Brand

From webshop to brand: customers in their homes become the focus of the visual language. Branding and messaging make the sub-brands noticeable and distinguishable at every touchpoint.

benuta Website
benuta Sub Brands Markenarchitektur

What should your brand look like?
Let’s talk.

    Maurits den Held


    Creative Director

    030 403 664 76