KOKKE
HOUSE

Early Brand Strategy • Visual Identity Direction • Social Strategy

KOKKE House was founded in 2022 by Romy Kokke and Daan Beasley to reintroduce the iconic furniture designs of her father, Ruud-Jan Kokke: work that had been quietly sitting in museum collections worldwide without a brand to carry it forward.

I joined in the founding phase to help define how that design legacy could become a brand that feels contemporary and alive.

Black and white photo of a modern wooden chair with slatted design and minimalist style. The chair is positioned against a plain background with blue text overlay reading 'KOKO LE FAUTEUIL 21'.
A black wooden chair with a slatted backrest in front of a white wall with decorative molding. A framed portrait of a young woman wearing dark clothing and a hat is hung on the wall above the chair.
A black-and-white photo of a person sitting on a wooden chair outdoors, facing away from the camera, on a grassy hill. There is a blue structural overlay on the person's back, the chair, and in the sky above, resembling an abstract architectural structure or diagram.
A modern art installation featuring a bright blue, reflective, wavy surface with a white chair in the center.

Heritage, Reimagined

Reframing Legacy as Expression

Kokke House carries decades of craft, taste, and family heritage. The challenge, and the opportunity, was to translate that deep history into a brand world that feels fresh, playful, and modern, without losing the soul of what makes Kokke unique.

Rather than stripping history away, we reframed it as a source of visual language and attitude, something to reference, not retreat from.

Visual Strategy & DNA

I helped shape the early visual direction and brand strategy, focusing on how Kokke’s identity could feel both rooted and forward-thinking. We introduced a bright signature blue, brought playfulness into the typography, and translated the family’s design legacy through contemporary choices rather than literal references. The result is a visual language that connects past and present with a light, confident touch.

Black and white photograph of a modern wooden chair with slatted design.
Silhouette profile shot of a person with curly hair standing in front of a bright, backlit hexagonal light source.
Black and white contact sheet with multiple photos of a white chair, taken from different angles and positions.
A wooden chair with vertical slats on the backrest, against a black background. The text 'KOKKE HOUSE' is displayed at the bottom of the image.
A room with large windows and a white wall with a black picture frame. The frame contains a portrait of a woman with dark hair. In front of the wall, there are three modern chairs in blue, black, and gray made of metal with slatted seats and backs. A
A black-and-white photo of a nude woman sitting on a bench in a field, with a dark shadow at the bottom. The woman has black hair and is seated with her back to the camera, legs crossed. Blue geometric line drawings overlay the image, forming a verti
A modern chair with a geometric design in blue, labeled 'KOKKE HOUSE' in pink text on a dark blue background.
Indoor room with a large potted monstera plant, a blue chair, a large framed photograph of a person painted in blue with Superman underwear, and a white sideboard with decorative items including a tall cactus and a small abstract bird painting.
A wooden sculpture on a stand, illuminated by pink and purple lighting, with the words 'KOKE HOUSE' in white, stylized text at the top and bottom of the image.
A modern interior with blue reflective walls, a white chair, and a minimalistic design.
A collage featuring various artwork, including a wooden chair, colorful posters, abstract images, and text-based art.
A modern wooden chair with armrests, angled back, and horizontal slats, photographed against a plain background with a blue filter.
Minimalist interior with concrete stairs, white walls, and two wooden chairs, one in natural wood finish and the other in black, on a polished cement floor.
Silhouette of a woman with a bun hairstyle, standing in front of a bright, octagonal light source, surrounded by darkness.
A landscape with brown grass and a clear blue sky. In the center, there are two orange chairs stacked on top of each other on a white cloth that flows from the chairs down the hill. The text 'KOKKE HOUSE' is written in white over the sky.
A black modern chair with horizontal slats on the seat and backrest, placed in front of a white wall with decorative molding, and a framed portrait of a woman with dark hair and a dark background hanging on the wall.
A black and white photo of three metal shelves with handwritten blue text that reads "KOKEE HOUSE ICONS Fauteuil 21."
A modern chair with a frame and slatted seat and backrest, set against a solid blue background with the text 'KOKKE HOUSE' in black letters.
Multiple black and white film strips showing a photograph of a modern, minimalist chair with a slatted back and seat, placed against a dark background.
A room with pale green walls and wooden floor. There are four wooden chairs with slatted backs, one in the foreground, one on the right, and two partially visible on the left. There are no decorations or additional furniture in the room.
A modern, minimalist chair with a wooden frame and black slatted seat, illuminated by blue light with reflections on the shiny floor.
A black chair with a woven seat and backrest, set against a gray background. Overlaid text reads 'KOKKE HOUSE - ICONS Fanteuil 21' in white handwritten style.
Blue background with a white geometric logo and the words 'Kokke House' at the bottom.
A room with large windows showing outside buildings and trees. There are three chairs with slatted backs in blue and black colors. An ornate white carved table and walls in light green color are also visible.

Social Strategy & Narrative

A smartphone screen displays an Instagram post by user 'kokkehouse' with a purple and blue background. The image features a chair silhouette with the text 'KOKKE HOUSE' in pink in the center.
A smartphone screen displaying a green-tinted photograph of a simple wooden chair with slats on the backrest, placed against a plain wall with a shadow cast across it.

The social media strategy was intentionally tied to this visual identity work. Instead of treating social as an afterthought, we used it as a living extension of the brand world, shaping tone, pacing, and how heritage appears in everyday content.

The goal was to make Kokke House feel personal, human, and expressive, while remaining grounded in a distinct design sensibility.

Multiple packaging designs featuring a black wooden chair and the word 'KOU' in blue outlined letters, with 'FAUTEUIL 21' underneath, set against a gray background.

Outcome

Kokke House launched with a brand identity built to carry one of Dutch design's most significant and underexposed legacies. Ruud-Jan Kokke's work sits in the permanent collections of the Stedelijk Museum Amsterdam and MoMA New York.

The new visual language gave that heritage a contemporary way to be found and felt. After launch, the brand was featured in Dutch Vogue Living, ELLE Decoration China, Vogue Korea, and C41 Magazine.