Paleet has a prime location on Oslo’s main street Karl Johan.The ambition was to create a destination for fashion and lifestyle as Oslo has never seen before. Neue Design Studio developed the branding strategy, visual identity, photo and art direction, website and launch campaign. The new Paleet is an unconventional and inspiring venue. The studio developed a visual universe and a logo with several functions – as a traditional emblem, a striking and dynamic brand element and a symbol of the new Paleet experience. The identity is meant to express Paleet’s warm and vital personality. Its duality – elegance vs rebellion, absurdity vs beauty, prudence vs boisterousness, shows a human dimension. The studio also added a touch of Scandinavian simplicity and continental elegance.