The story
1 word
replaced a four-word legal name
A furniture maker working in solid oak, renamed and rebuilt for its first flagship store on Södermalm.
The company was trading under the founder’s full name and a line about craftsmanship. Customers remembered the chairs and forgot the brand.
Eken means oak in Swedish. It is short enough to carve, easy to say in four languages and honest about the material.
We carried that restraint into the store: a single carved wordmark on a limestone façade, wayfinding cut from offcuts, and a voice that explains joinery without romance.
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