When I launched SÆTTER almost five years ago, amidst buying a house, maternity leave with our twins, and a global pandemic, I had no idea where it would take me – but I couldn't have dreamed of more.

SÆTTER started very small, inspired by an old flea market find I shared on Instagram. An overwhelming response gave me the courage to start a small production, and the first 50 solid wood shelves were made by a local carpenter and sold on pre-order.

Since then, many more shelves have been sold, production has moved to a larger Danish carpentry, and the product range has expanded with more designs and wood types. But the mission remains the same: to create timeless products of high quality and good materials, handmade by carpenters in Denmark – products made to last forever and meant to be passed down through generations.

In 2025, SÆTTER turns five, and it feels like the right time to mark the milestone with a refreshed identity – a new take on the brand.

SÆTTER’s designs are inspired by Nordic functionality and Japanese simplicity – and that’s what I dreamed of capturing in the new identity, created in collaboration with the Danish design studio 9tofive.

Thoughts from 9tofive

Laura Skyum-Jensen, co-founder and designer at 9tofive, says:
“In working on SÆTTER’s identity, we collaborated closely with Caroline to find a visual expression that reflects the brand’s universe – and at the same time, allows it to grow and unfold further.

We explored many different directions but kept returning to something simple and timeless. Something that could mirror the form language of the products and bring it all together in a cohesive expression.

A key source of inspiration was Japanese aesthetics, which shares many of SÆTTER’s values: respect for materials and a clarity in form, function, and expression. This approach is reflected in the logo’s classic and simple look and in the natural, muted tones of the colour palette – with a warm red accent.

At the centre of the identity is a symbol: a box containing an abstract interpretation of the Japanese character for wood. It refers both to the material itself and the form of the products. The symbol works as a tangible link to the products while holding a poetic quality that speaks to SÆTTER’s values.

Altogether, the identity creates a visual frame that respects the craftsmanship and aesthetics of the products without stealing the attention. It supports SÆTTER’s expression with a clarity and simplicity that mirrors the brand’s timeless quality.”

The vision for SÆTTER is to create a future design classic, one that continues to be exclusively handmade by local carpenters, and going forward, only made from wood sourced in Danish forests. This ambition will be a key focus throughout 2025.

We’re starting with the new identity, and in late summer 2025, a limited edition cup shelf will be released to mark SÆTTER’s first five years.

Thank you for following along,
Caroline Bahrenscheer
Founder of SÆTTER