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Founded in 2011, Westwing pioneered online home and living retail and has since become Europe’s definitive destination for design and lifestyle. A shoppable magazine where design lovers across twelve countries find inspiration, discover premium interior brands, and bring home pieces from a carefully curated private label.

This rebranding marks the first significant evolution of Westwing’s visual identity since its founding. As Creative Director at Meiré und Meiré, I worked closely with Westwing’s creative team — mainly Rik Strubel, Lydia Kind, and Jesse Becker — to refine the brand together. The focus was on strengthening its premium appeal while preserving the editorial, ever-evolving sensibility that defines the Westwing experience.

The identity was developed as a shared framework with Westwing’s in-house team. A system that allows them to move quickly, make strong creative decisions, and evolve the brand from within. Designed for that kind of velocity, it holds across every format and occasion while maintaining Westwing’s editorial confidence.

Since the name Westwing carries a very particular set of letterforms, the wordmark was drawn from scratch.

The reimagined wordmark is defined by a quiet, distinctive detail. Two subtle wings — one embedded in the W, the other in the G — face west, creating a restrained but memorable nod to the literal brand name. This small typographic gesture gives the mark its character. Easy to miss at first. Impossible to unsee after. The kind of nuance a premium brand needs to support both its design ambition and its claim to cultural relevance and scale.

With a new claim in place, we made sure it fit — literally. The wordmark and “Live Beautiful” share the exact same proportions, so they can swap places or sit side by side. That formal parity reflects the strength of the claim itself: clear, generous, and open enough to hold many interpretations of what beautiful living can mean.

A wordmark alone can take a brand a long way. But the real test comes at scale — on packaging, on product, in the thumbnail-sized contexts where every pixel is a decision. So we distilled the wing concept into its most concentrated form: one W, pointing west. Unmistakably Westwing, immediately legible, and designed to hold its own anywhere the full wordmark can’t go.

Turquoise was never really up for debate, it carries too much brand memory to abandon. But it needed reconciling with itself. Over time, the physical and digital versions had quietly drifted apart, producing two slightly different brands depending on where you encountered them. We resolved this into a single, incrementally brightened tone. A colour you might actually paint a wall.

What’s been equally rewarding is watching the Westwing team run with it. The turquoise has since found its way into brand spaces that double as photographic backdrops, into stores as a defining spatial gesture, onto merch, wrapping paper, and brand gifts, and even into ice cream at store openings.

There’s something genuinely satisfying about a colour choice that keeps finding new places to belong.

From this core, we developed a supporting palette that never competes with the turquoise, but accompanies it. Colours versatile enough to hold across every format and occasion, yet grounded enough to feel at home in an actual home. Each one could live on a wall as comfortably as it does in a campaign.

The timing of Dinamo’s ROM and Gaisyr releases fit perfectly, closing the search for the right typefaces with only minor tweaks.

ROM serves as the system’s workhorse: a reliable text typeface, neutral yet precise, designed to carry extended copy with clarity and balance. Gaisyr adds character and elegance to headlines, introducing texture and a subtle sense of movement. Its forms echo the transitional serifs of the hand-drawn wordmark, tying the system together.

Two typefaces, a handful of weights. Enough range for an editorial designer to play with headlines playful and freely, enough discipline to cover everything else.

Westwing’s turquoise boxes have become a kind of urban shorthand — spotted in building hallways and at kiosk pick-up points across Europe, they signal that someone, somewhere, has treated themselves to something they’ll love. That quiet cultural presence was something we took seriously.

The packaging system we developed works across a spectrum of visibility. At full scale, the turquoise hits bold and immediate. On larger boxes, it pulls back to a label — precise and considered rather than overwhelming. On gift bags, it steps back further still, making room for a different kind of moment.

The finest detail lives in the surface pattern: real voices on what “Live Beautiful” means to them, set in the most delicate typography and printed small on silk paper. Up close, it reads. From a distance, it becomes texture. A quiet layer of meaning that rewards attention.

Westwing is a content powerhouse: homestories, launches, collaborations, YouTube series with genuinely devoted audiences. With every piece of content shaping the brand, the motion system needed to move in step with the new identity.

We developed a comprehensive motion library from the ground up: intros, lower thirds, thumbnails, CTAs, animation principles — across every temperature the team would need. Elevated and considered where the content calls for it, warm and entertaining where it doesn’t. Delivered, tested, optimised. Now running at scale, every day.

We built a living digital brand hub that brings the complete identity together in one place. Documenting principles, decisions, and applications as an evolving system that grows with the brand. Clear structures, templates, and concrete examples give every team the clarity and confidence to apply the identity consistently, across every touchpoint, from day one.

Watching what the team has built since the handover is something else entirely. The identity finding its feet across every touchpoint, the Westwing stores appearing across Europe with the logo above the door — and if you haven’t seen what 1zu33 have done with the interiors, please do yourself a favour. Collaborating with everyone involved, at Meiré und Meiré, at Westwing, and across every project partner, was as rewarding as anything the brief asked for.

This case study is also very much alive because of everything that came after the redesign: the campaigns, styling, the photography from some genuinely talented people doing some of their best work.