the studio
Achroma has been in the same building on Gothersgade since 2012. There are no account managers, no juniors learning on your budget, and no second office. The people who answer your first email are the people who draw the mark.
Every system we draw is tested against a person, not a screen. If it does not read in one glance, it goes back.
We start from what the brand must do, never from what would look new. Decoration that carries no meaning is removed.
A mark should outlive the campaign it launched with. We build identities that age in decades, not quarters.
They are overbuilt — a mark, a second mark for small sizes, four typefaces, a mascot, a pattern, and a tone of voice nobody can repeat.
Before
We take all of it away and give back the one system a company can actually run without us in the room.
All four are in every project. We do not photograph ourselves — you will meet us on the call.
(direction)
Founded the studio after eleven years in packaging. Runs the position paper and every client conversation that involves a number.
(type and marks)
Draws the letters. Has redrawn a licensed typeface for four of the last six identities because the original was almost right.
(digital)
Builds what the system has to survive: the site, the product surfaces, and the component library the client's own team will edit.
(words)
Writes the voice and then writes the first hundred sentences in it, so nobody has to guess what the guideline meant.
(2012)
Ines and Tomas take the lease on a first-floor room above a bookbinder and keep it.
(2016)
After a year of six overlapping projects the studio caps itself at two, and turns down more work than it takes from then on.
(2019)
Digital stops being outsourced. Every identity from Halvard onward ships with the site drawn in the same file as the mark.
(2024)
The studio's own identity is redrawn without a single hue, on the argument that a brand consultancy should be legible in its clients' colours and not its own.
Thirty-one identities, two a season, every one of them still in use.