The Karlsson family want to transform their long-standing family lumber business into a modern furniture business specialising in up-cycled Mid-century Scandinavian pieces. The two main value propositions of Karlsson are its high quality craftsmanship and promotion of sustainability. Having been up-cycled and handcrafted, each furniture piece has a story as unique as the Karlsson that made it. This direction aims to celebrate the stories behind the Karlsson name from its makers to its furniture pieces.

Karlsson’s brand identity has been created with the three values of genuine, sustainable and experienced in mind. The logo uses the K in Karlsson to represent a table. This not only acknowledges the Karlsson name but also reflects what the business entails.