CliC & Unnu: Optimizing Brand Architecture

In a workshop with the owner and stakeholders of Clic and UNNU, we identified the strategic path for both brands, including their brand architecture and their brand DNA.

Creating a Stronger Brand Architecture for UNNU & Clic

THE CHALLENGE

UNNU and Clic are Danish design brands creating HiFi furniture where great sound and beautiful interiors come together. Their furniture integrates speakers, sound systems, cables, subwoofers, gaming consoles and other technology into carefully designed solutions – allowing technology to be present without dominating the room.

With two brands in the market, however, the company needed greater strategic clarity. How should UNNU and Clic relate to each other? What should unite them? And how could the company build a stronger, more distinctive position across both brands?

In 2021, UNNU/Clic partnered with CPH Strategy to develop a new Brand DNA, brand architecture and core narrative that could provide a clear direction for future growth.

OUR APPROACH

Through a strategic workshop with the owners and key stakeholders, we explored the company's ambitions, strengths and opportunities – and defined the role each brand should play going forward.

At the heart of the business, we identified a powerful shared idea: hearbeauty® – the belief that exceptional sound and exceptional design should never require a compromise.

This became the foundation for a new brand architecture.

Rather than continuing as two independent branded houses, we recommended bringing UNNU and Clic together as two sub-brands under the hearbeauty® masterbrand.

BUILDING THE HEARBEAUTY® BRAND

With the new brand architecture in place, we developed the hearbeauty® Brand DNA, defining the shared strategic foundation across the portfolio while allowing UNNU and Clic to retain their individual roles and identities.

Based on the Brand DNA, we created the hearbeauty® core story – translating the strategy into a clear and compelling narrative that could guide future brand building, communication and decision-making.

The result was a shift from two separate brands to one stronger brand platform – creating greater clarity, coherence and a distinctive position built around the intersection of sound, technology and Danish design.