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Rebranding Danske Commodities as a global leader

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A stylized visual of the Danske Commodities logo, showing its minimalist and geometric design as a cutout, representing its versatile brand application.

Client: Danske Commodities

Services

Branding

Industries

Energy and industrial

The nimble giant of commodities trading

Danske Commodities (DC) is an international energy trading and services company. They specialize in making renewable energy more competitive. After being acquired by Equinor, DC needed a rebrand to match its international growth and ambition. We created a human-centric identity that reflects DC’s entrepreneurial spirit, positioning them as a bold force in advancing renewable energy.

A stylized visual of the Danske Commodities logo, showing its minimalist and geometric design as a cutout, representing its versatile brand application.
Challenge

Capturing a visionary future

DC required a rebrand to reflect its transition from a local trader to a global energy leader after its acquisition by Equinor. The challenge was to maintain DC’s unique agility and entrepreneurial mindset while redefining their narrative to meet new growth and market expectations.

Approach

Crafting a strategic rebrand

We updated DC’s strategic narrative, developed a future brand position, and designed a communication concept aligned with their new direction. This included refining DC's messaging hierarchy and implementing a comprehensive visual identity (CVI) across all touchpoints, ensuring consistency and a strong, future-focused brand presence.

A navy blue T-shirt with the Danske Commodities logo subtly printed on the chest, representing a sleek and professional brand identity in apparel.
Outcome

Energizing the brand’s purpose

The new brand position of Danske Commodities sees them break with the trading sector's typical focus on individualism and instead shed light on the diversity and collaborative approach that has become characteristic of the company. It also underscores the commercial strength and benefit of being part of global industry leader Equinor. The result is a manifestation of Danske Commodities' human, vibrant, and highly competitive collective. It emphasizes DC's culture of action.

The updated brand complements our position as a market leader and is much more in line with the values of a global company. We have received very positive feedback from our international partners as well as our employees, to whom the messaging really rings true.

Helle Østergaard Kristiansen

CEO

Danske Commodities
Manyone’s form of collaboration is very organic and at eye-level, which ensured an open and honest process, enabling us to very quickly get to the crux of things. The re-brand really felt like a co-creation, and they struck a perfect balance between challenging us and adhering to our wishes.

Mads Schmidt Christensen

VP, Head of Strategy and Communications

Danske Commodities
Wind turbines in a serene coastal setting with the Danske Commodities logo overlay, symbolizing the company’s commitment to renewable energy and sustainable practices.
The Danske Commodities logo in white on a dark blue background, demonstrating the brand’s adaptability and bold identity in reversed color schemes.
Danske Commodities' logo featuring a bold, modern design with the primary logo in dark blue on a clean white background, highlighting the company's identity.
A series of mock-ups showcasing Danske Commodities' rebranded materials, including promotional posters, digital media designs, and print collaterals emphasizing a cohesive and vibrant visual identity.
A white tote bag featuring the Danske Commodities logo in a geometric, navy blue design, symbolizing the brand’s presence in casual, everyday contexts.
An open brand book for Danske Commodities, featuring a clean and modern layout with elements of the brand's updated visual identity, including abstract geometric patterns and pastel color accents.
A series of colors from Danske Commodities brand book

Want to know more?

Looking for more details about this case? Or maybe you have a similar challenge? Just reach out, and we'll be happy to answer any questions you might have. We're here to help.

Contact us
Anders Norbæk Rasmussen

Anders Norbæk Rasmussen

Brand Experience Director

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