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The word "petalo" is displayed prominently in bold, black typography against a soft, pale blue background.
The rebranding of Petalo from BRDR. Krüger Education highlights the importance of aligning a brand's visual identity with its legacy and craftsmanship. By adopting a new name and a thoughtful design approach, Petalo successfully clarifies its identity while maintaining a connection to its 70-year history in designing educational environments.
Mindsparkle: Behind the scenes Upland Studio DATE June 13, 2026 EDITOR Mindsparkle Mag The identity that gave Petalo's 70-year legacy a form to match its craft Petalo is a Scandinavian furniture brand with more than 70 years of experience designing learning environments for schools and institutions. Formerly known as BRDR. Krüger Education, the company entered a new chapter with a new name and a visual identity developed by Upland Studio, an independent design studio based in Aarhus, Denmark.The brief was not to reinvent but to clarify.
A long tradition of craftsmanship and considered brand identity work for educational spaces was already there; it needed a form that matched it. The new name, Petalo — Italian for petal — became the anchor. Not as metaphor, but as direction: softness, tactility, and material honesty.The logo is shaped from a curved petal form. The typography is warm and precise, the colour palette restrained.
Together, they form an identity that feels at ease with itself — as considered as the furniture it represents.Illustrations and a new photographic direction complete the system, built to hold across brochures, websites, postcards and presentations without losing coherence. The result is a brand that feels as thoughtful and durable as the products it stands for. Unlock all insights with Plus Unlock everything with Mindsparkle Mag Plus.
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The rebranding of a legacy brand like Petalo showcases significant strategic insights for the industry, while the approach taken is somewhat novel but not groundbreaking, making it highly relevant for brand strategy professionals.