For more than 160 years, Tordenskjold has been part of Danish homes. Our matchbox has stood not only as a practical fire-lighting product, but also as a symbol of quality, responsibility and strong Danish design traditions. For many, it is a familiar presence, something that simply belongs at home.

Over the years, our visual brand identity has remained largely unchanged. When we introduced the new look in 2023 — the first update since the 1990s — the response was clear: Many danes missed the traditional and recognisable design that had been part of everyday moments for generations.

That is why we decided to return to Tordenskjold’s iconic original design. Not as a step backwards, but as a way forward, refining what already worked and preparing it for a new era.

A gently renewed icon

With the updated version, we respect the historical design heritage while subtly improving details, correcting minor inconsistencies and strengthening clarity across the product range. The design feels familiar at first glance, yet more balanced, warmer and more contemporary upon closer look.

This gentle renewal was developed together with the design duo Anders Waltz and Studio Fridan, guided by a clear principle: strengthen, not replace.

“Tordenskjold is a true Danish icon, and the task required a deep respect for the product’s design history. It was not about changing the expression, but about strengthening what already worked.” — Anders Waltz, Designer at Anders Waltz and Studio Fridan

Drawing inspiration from the earliest matchboxes of the late 1800s, we reintroduce fine horizontal lines as a nod to Danish design history. We have dusted off the portrait and given a warmer tone, and “Since 1865” now takes a clearer position on the front. We also have replaced the previous colour gradient with a clean orange tone, allowing the iconic elements to stand out with greater calm and confidence. On the back, we simplified and clarified the content, creating a more coherent and recognisable system across the range.

A collaboration rooted in shared values

At the same time as we introduce the updated design, we are entering a long-term collaboration with Hus Forbi — an organisation working to support people experiencing homelessness and social vulnerability in Denmark.

Through the campaign “What Does Home Mean to You?”, we invite reflection on a simple yet deeply personal question. In the campaign, different voices share what “home” means to them, reminding us that home is not always defined by walls or an address, but by people, safety, warmth and belonging.

“We are incredibly proud that Tordenskjold has chosen to collaborate with Hus Forbi and help make our mission more visible in society. We strongly believe that social responsibility and cosy moments at home can go hand in hand—this is a powerful message that builds bridges and adds nuance to our work,” — Michelle Jørgensen, Brand Manager at Hus Forbi.

The collaboration also means that a share of our future sales will directly support Hus Forbi’s work. By featuring the Hus Forbi logo on the back of our products, we want to remind ourselves and our consumers that everyday moments at home can contribute to something larger.

Design, responsibility and everyday moments

Lighting a candle, starting a fire, creating warmth — these are small, familiar actions. With this updated design and our collaboration with Hus Forbi, we want to reinforce the idea that such everyday moments can carry meaning beyond themselves.

We are now introducing the refined original design of Tordenskjold across an expanded product range, arriving in local stores at the beginning of the new year.

A familiar matchbox.
A gentle renewal.
And a shared belief that warmth, responsibility and togetherness belong together.

Explore our refined designs 
Follow us on Instagram @tordenskjold_danmark to learn more about the collaboration.

About Anders Waltz and Studio Fridan
Frida Nilsson (Studio Fridan®) and Anders Waltz Hegelund (Anders Waltz®) are designers based in Copenhagen and Stockholm. They work with visual identity, digital experiences and brand storytelling for companies seeking to strengthen their presence, create recognition and unite aesthetics with function.

About Hus Forbi
Hus Forbi is an organisation with the purpose of supporting people in vulnerable situations in society. This work is carried out through its activities, including the sale of the magazine Hus Forbi.
www.husforbi.dk