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A Danish Icon, Reclaimed
When we began working with Tordenskjold, produced by Swedish Match, at the end of 2024, the brand had just emerged from an unsuccessful rebranding. What followed became a careful return to its heritage - and the beginning of a new era.
Returning to the Original
Our first step was to lead PR around Swedish Match’s decision to bring back the original Tordenskjold packaging. A strategic move grounded in heritage, the return to the iconic design reignited public interest and reconnected the brand with its long-standing reputation for quality and craftsmanship.
We managed the full PR rollout, from press materials to media outreach, in close collaboration with the internal team and designers.
Results: 6–7 million media reach and 16 key mentions across leading Danish media, including Politiken, Jyllands-Posten, and DR.
A New Design. A New Responsibility.
In late 2025, we led Tordenskjold into next chapter with a refined design system, developed by graphical designer Anders Waltz and Studio Fridan, and a new partnership with Hus Forbi, Denmark’s Social Organization supporting people experiencing homelessness.
The design update was not about reinvention, but reinforcement - clarifying the brand through color, typography, and form, and gently refreshing the iconic portrait with a warmer, more contemporary expression.
“What Does Home Mean to You?”
The partnership launched with the campaign “What does home mean to you?”, challenging stereotypes around homelessness and reminding us that the feeling of home is universal.
Through short films and interviews on Tordenskjold’s social channels, people from different walks of life reflect on what home means to them. The campaign highlights shared human emotions - belonging, insecurity, connection—and calls for greater empathy and inclusion.
As part of a long-term commitment, a share of Tordenskjold’s future sales will support Hus Forbi. The partnership will also be reflected on packaging, with Hus Forbi’s logo now appearing on a carefully renewed version of the original design, launching in early 2026.
A new chapter in Tordenskjold’s 160-year history.
