Stine Goya's rebrand links its letters to show brand and community joined

Stine Goya, the Danish fashion brand known for constantly communicating with its community — including a dedicated brand space, House of Goya — briefed Madrid's Naranjo-Etxeberria, long-time collaborators of Loewe, on a full rebrand two years in the making.

One custom typeface, Rise, built from humanist fonts and stripped to a 'cleaner, sharper and more direct voice', set in two versions: slightly more corporate for Stine Goya, more playful and outspoken for House of Goya. The ligatures between characters show the union of brand and community. A monogram unites S and G organically, less explicit than the previous mark, and moves beyond graphics into accessories and clothing. The studio approached compositions as visual poetry, citing Vicente Huidobro, Robert Barry and Ed Ruscha.

The source records no commercial figures; the rebrand gave the label one system with two voices — brand and community — and a monogram that lives on the products themselves.

In February 2023, It's Nice That revealed the full rebrand Madrid agency Naranjo-Etxeberria delivered for Danish fashion brand Stine Goya — a project two years in the making by a studio with a long history in fashion identity, including an ongoing relationship with Loewe.

The system's device is the ligature. N-E created a single custom typeface, titled Rise, from humanist starting points, stripping away decoration for a 'cleaner, sharper and more direct voice'. Its characters subtly join to express the union between Stine Goya and its community, in two registers: the standard version slightly more serious and corporate for the label, the House of Goya version — for the brand's dedicated community space — a bit more playful and outspoken.

A new monogram unites the S and G in an 'organic', abstract way and steps off the page into the sartorial face of the brand, appearing on accessories and clothing. The studio describes its graphic systems as visual poetry — words becoming images — guided by poets and artists including Vicente Huidobro, conceptual artist Robert Barry and pop artist Edward Ruscha.

The ligature is the idea in miniature: joined characters say 'union' without a slogan.

One typeface, two registers solves a real structure — the corporate label and its playful community space share a system without blurring.

The monogram escapes the brand book into accessories and clothing, where a fashion label actually lives.

If a brand's real asset is its community, write that relationship into the letterforms: a ligature is literally two characters becoming one.

The rebrand rolled out in early 2023 after two years' work; the source records no commercial outcomes.