Germany's largest portal for furniture and interior design wanted: "... a new brand identity that brings us closer to customers, that´s disctinctive, brings traffic to the moebel.de site, is scalable, lets us incorporate all kinds of products at any time, creates a massive reach and is still fun". Alright.
We started off with a claim that is as democratic as the range of moebel.de (with "oe", please):