Hans Just

Information

The new visual identity of Hans Just is a modern evolution of their old identity, that respects the company's heritage while bringing the brand into a new era. The logo has been designed from scratch but retains a core principle from the original design to maintain recognisability. 

The hidden "H"

The identity also includes a comprehensive illustration system and a flexible graphic framework that subtly features a hidden "H." Together, these elements create a cohesive and recognizable visual identity that can be applied across media and touchpoints.

Colors & Typography

The color palette has been updated, drawing inspiration from the company’s historical hues, while new typefaces support a strong and contemporary expression.

What did Spring/Summer create for Hans Just?

Spring/Summer designed the new brand identity for Hans Just, launched in 2024. We led the strategic and visual evolution of the 150-year-old Danish wine and spirits distributor, from logo and typography to a full illustration system, colour palette, and applications across print, social, and other brand touchpoints.

What deliverables did the Hans Just project include?

The Hans Just identity system covers everything the brand needs to show up in the world. That includes a redrawn logo, updated typographic system, refreshed colour palette, and a comprehensive illustration system, all rolled out across print material, social media assets, and internal and external brand touchpoints. The result is a coherent identity ready for a company that shows up in retail, hospitality, and trade at scale.

What was the brief Spring/Summer was given?

Hans Just is one of Denmark's leading wine and spirits importers, with over 150 years of history and a strong roster of international brand partnerships. The brief was to modernise the identity for a new era while respecting the heritage, so the brand still feels unmistakably Hans Just to partners, customers, and staff who have known it for decades.

What design and strategic decisions shaped the project?

We redrew the logo from scratch, but kept a core principle from the original design so it still reads as Hans Just. A hidden "H" runs through the illustration system, giving the visual world a subtle signature that shows up in unexpected places. The colour palette pulls from historical hues and lands somewhere contemporary. New typefaces bring a stronger, more confident voice, from label sizes up to headline moments.

What was the outcome of the Hans Just identity project?

The new identity launched in 2024 as Hans Just's visual foundation for the next chapter, unifying how a 150-year-old importer shows up across print, social, and trade. The system is designed to hold its own next to the international premium brands Hans Just represents, from bottle-adjacent print material to campaign work and internal communication, without ever feeling like it is trying too hard.

Who is this case relevant for?

This case is for heritage brands, distributors, and legacy businesses where a rebrand has to feel like an evolution rather than a reset. We work with companies that have decades of equity in their name and need a modern identity that respects that history. If you are updating a long-running Danish or European brand, this is the work we love.

How can a brand start a similar project with Spring/Summer?

Tell us about your project at contact@springsummer.dk or call +45 32 16 22 22. We're a Copenhagen-based digital design and brand agency, and we like hearing about briefs early, even if you're still figuring out what you need. Let's collaborate and make great stuff.