Client: Copenhagen Merchants
Industries
Designing a seamless brand experience
As a family-owned company, Copenhagen Merchants Group has evolved from an agricultural commodity broker, to a global industry leader, offering services across logistics, processing, and market insights.
Following a recent brand refresh, we helped them activate the new brand, designing a new corporate website supporting frictionless sub-brand creation, and crafted a brand spatial identity along with an expo design for the 2024 European Commodities Exchange (ECE) event in Paris.
Manyone does what many others struggle with: they collaborate seamlessly across disciplines.
Simon Bach
Organization & People
Copenhagen Merchants Group
The main corporate web experience on mobile
Interactive installation created for the European Commodities Exchange event
Joining the dots on digital and spatial
The beloved company mascot is an octopus, T.W. Heart, provides moments of levity and speaks to the unique company culture underneath
The challenge was to design a cohesive digital and physical brand experience for Copenhagen Merchants Group that effectively communicated their key value proposition. In order to succeed, we needed to simplify their information architecture and organize their complex network of present, and future, subsidiaries under one unified website and identity system.
A particularly appreciated challenge was to balance professionalism and playfulness in the website expression, retaining the quirky and fun-loving spirit of the company while simultaneously signaling confidence and competence towards potential clients, partners and talent. Ultimately, we needed to carefully translate their corporate visual identity into spatial identity, that together would allow us to create a coherent blended brand experience at ECE and beyond.
5
Group business areas that needed alignment into one experience
3,000
Attendees at ECE in Paris where the brand refresh was revealed
Unearthing unseen connections
The concept
The experience revolved around the idea of visualizing the unseen connections between each service offered by Copenhagen Merchants Group. Their unique service portfolio - and how they interact - is at the foundation of their value proposition and what makes them so attractive to their clients and partners.
We paired photography of their real assets, which provide a sense of scale and physicality, with a particle-based 3D visualization technique that enabled us to literally connect the dots between their services. The visual concept is anchored by their tagline, Growing Together, which is reinforced through a growth-based motion design language.
Showreel of the outcome
Connecting digital to physical
By bringing the organic qualities to every element in the expo, the friction of traveling between the physical and digital worlds is reduced. The core principles were rounded corners, modular configuration, natural material choices and sufficient white space – for reflection, conversation and last but not least, play.
Every moment was considered from a brand perspective, such as this wireless charging dock for visitors
The digital experiences, using projections instead of screens allow for a more seamless integration into the physical space.
Meeting stations featured plinths with artifacts representing each business area
As traders of grains, the 3D Printed artifacts were made using a wheat-based PLA biocomposite
Custom vases were designed to evoke the playfulness of the company mascot
Serving station
A cohesive experience
The result was a visually cohesive, interactive, and adaptable solution, positioning the brand as forward-thinking and innovative through the creative use of space, elements and interaction. The versatility and playful uniqueness of the corporate website system has set Copenhagen Merchants Group to grow together, broader and further in years to come.
Manyone's creative drive was unmistakable – and they clearly enjoyed challenging conventions. In some cases, they took on part of the risk to help something truly exceptional come to life.
Simon Bach
Organization & People
Copenhagen Merchants Group
Our expo design translated the brand’s new visual identity and strategy into a cohesive physical experience, seamlessly integrating digital touchpoints
The touchpoint-agnostic spatial design was nominated for the Creative Circle Awards 2025 in the Design & Digital Design – Spatial Design category.
The new corporate website won Silver at the Creative Circle Awards 2025 in the Design & Digital Design – Company Websites category.
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