For more than 160 years, Tordenskjold has been a part of Danish homes. Our matchbox has not only been a practical lighting product, but also a symbol of quality, responsibility, and strong Danish design traditions. For many, it is a familiar part of everyday life—something that simply belongs.

Over the years, our visual identity has remained largely unchanged. When we introduced a new look in 2023—the first update since the 1990s—the reaction was clear: Danes missed the traditional and recognizable design that had been part of everyday life for generations.

That's why we decided to return to Tordenskjold's iconic original design. Not as a step backward, but as a way to move forward—by refining what already worked and making it ready for a new era.

Alongside the launch of the updated design, we are embarking on a long-term collaboration with Hus Forbi, an organization that works to support homeless and socially vulnerable people in Denmark.

Through the campaign "What does home mean to you?", we invite reflection on a simple but deeply personal question. In the campaign, different voices share their experiences of what "home" means to them – reminding us that home is not always defined by walls or an address, but by people, security, warmth, and community.

“We are incredibly proud that Tordenskjold has chosen to collaborate with Hus Forbi and help raise awareness of our mission in society. We strongly believe that social responsibility and cozy moments at home can go hand in hand—it's a powerful message that builds bridges and adds nuance to our work."
— Michelle Jørgensen, Brand Manager at Hus Forbi

This collaboration also means that a portion of our future sales will go directly to supporting Hus Forbi's work. By placing the Hus Forbi logo on the back of our products, we want to remind ourselves—and our consumers—that everyday moments at home can also contribute to something bigger.