Scan Magazine

By Nia Kajastie | Photo: Morten Jerichau

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Nordic design is known for its clean, strong lines as well as its simplicity and functionality. It is often based on forms, colour combinations and patterns found in Scandinavian nature, which is in parts lush and peaceful while at times also wild and rough. Working along the same lines, but bringing their own recognisable organic touch and powerful prints to the table, is Danish design brand by nord. Spearheaded by co-founder and designer Hanne Berzant, the company was established in 2008 and is spreading its presence to continental Europe and the UK, as well as the US. Scan Magazine was able to get to know Berzant and her brand a bit better.

Hanne Berzant and her husband, who is a business development consultant with experience in the fashion industry, wanted to create a distinctive design company for home accessories sharing a close link with Nordic design heritage and nature. They also wanted to establish a strong brand identity, which would give all their products a uniquely “by nord” look and feel.

Berzant, a formally educated graphic designer, had already garnered many years of experience working as an art director for lifestyle magazines. “So you could say, I have always been in design,” she says. “The format then was paper, but my focus on creating strong images and aesthetic products has always been there. That said, it was a very tough decision after ten years to leave a comfortable position at the publishing house and start my own company with all the insecurity involved.”

Danish success

Berzant was, however, able to make the successful jump from securely employed to self-employed and is now on a mission to make by nord into an internationally recognised design brand. Following in the footsteps of another Danish success story, namely the ‘world’s best restaurant’ Noma, by nord is fully inspired by the inexhaustible beauty and rawness of Nordic nature, hence their slogan ‘where design meets nature’.

“We must be able to tell the inspirational stories behind each one of our products,” explains Berzant. “The overall aim is, of course, to create products which are so uniquely by nord that they are instantly recognised as such. I believe our bed linen and cushions with digital prints are good examples of such products.”

In addition to influences found everywhere in nature, from forests to the back garden, Berzant is also inspired by the Scandinavian design heritage, which emphasises strong lines, soft colour combinations and user friendliness in products. It is a large and useful pool of knowledge and creativity to tap into, as Nordic design classics are plentiful and renowned worldwide. A lot of people already trust and admire the handicraft of many Scandinavians, so a new, strong design force on the field is indeed welcomed gladly.

Organic materials and bold prints

With a strong connection to nature, by nord also believes in sustainable design and accountability in production, combining style, functionality and organic materials. Their collection is not based on trends or seasons either, so all extensions and additions are carefully planned as a part of the organic design process.

“We also work very closely with our customers, agents and end-users, listening to their ideas as to which by nord designs and products we should concentrate on, as well as how the brand should evolve,” says Berzant. “So it’s very important for us to stay empathetic and in touch with external opinions.”

Their collection started off with their Northern Light candleholders and bed linen with digital prints of Nordic animals, but today it also comprises other home accessories, such as cushions, handmade pottery, bags, and t-shirts with powerful images of Inuit on them.
“The source of inspiration from Nordic nature is vast, so we might be making unique Nordic furniture and lighting one day,” Berzant muses.

The brand is already making waves in the Nordic region among major upscale retailers, as well as garnering interest in continental Europe, the UK and the US. Berzant ultimately wishes for by nord to become a global brand, however, without losing any integral parts of its identity and vision.

UK Agent & stockist for by nord Copenhagen: www.nordicelements.com. For more information, please visit: www.bynord.com