Thonet has been making furniture since 1819: they invented the bentwood chair, shaped the Viennese café, and produced some of the most widely recognised objects in design history. With over 175 years of heritage, the challenge was finding the contemporary voice that honours that legacy without being imprisoned by it.
We developed a brand narrative strategy that frames Thonet not as a museum piece but as a living design practice, connecting their historical innovation to contemporary design culture.
175 years of design, retold.
Thonet has been making furniture since 1819: they invented the bentwood chair, shaped the Viennese café, and produced some of the most widely recognised objects in design history. With over 175 years of heritage, the challenge was finding the contemporary voice that honours that legacy without being imprisoned by it.
We developed a brand narrative strategy that frames Thonet not as a museum piece but as a living design practice, connecting their historical innovation to contemporary design culture.