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The Norwegian studio Neue helped on the branding strategy, visual identity, photo and art direction, website and launch campaign of Paleet, a department store based in Oslo. The objective was to increase the store’s visibility in the city centre.

The new Paleet is an unconventional and inspiring venue. We developed a visual universe and a logo with several functions – as a traditional emblem, a striking and dynamic brand element and a symbol of the new Paleet experience. The identity is meant to express Paleet’s warm and vital personality. Its duality – elegance vs rebellion, absurdity vs beauty, prudence vs boisterousness, shows a human dimension. We also added a touch of Scandinavian simplicity and continental elegance.

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