The iconic original Tordenskjold design is back.
We are reintroducing the original design that has made these matches a Danish icon since 1865. Instead of redesigning the packaging, we will focus on designing limited premium editions and engaging Danes through new, exciting campaign activities.
We are reintroducing the original design that has made these matches a Danish icon since 1865. Instead of redesigning the packaging, we will focus on designing limited premium editions and engaging Danes through new, exciting campaign activities.
In 2024, we launched a redesign of our product range, which prompted many Danes to express a strong emotional attachment to the old design. In response, we have respectfully decided to scrap the redesign and return to the recognizable original design that has made these matches a beloved treasure in many Danish homes.
Responsibility and local production
Since 1865, Tordenskjold has been synonymous with reliability, safety, and good craftsmanship. This has resulted in a loyal following, and the decision to return to the original design pays tribute to the long tradition of quality that has made these matches iconic in Denmark.
90% of our matches and matchboxes are made from sustainable materials. All matches are produced in Tidaholm and Vetlanda, close to Denmark and in direct connection with Danish retailers. The elegant matches are made from aspen wood, and for every tree that is felled, two new ones are planted. In this way, we always prioritize responsibility, local production, and high quality.
Renewal through tradition
The traditional orange-yellow packaging reflects the timeless, classic aesthetic that defined Tordenskjold matches from the beginning. The familiar design is inspired by the various classic designs that have adorned matchboxes over the years.
The logo, typography, and other familiar details, such as the central placement of Vice Admiral Peter Wessel Tordenskjold, will once again adorn the matchboxes in the future.
More activities in 2025
Products featuring the iconic original Tordenskjold look will be available again in spring 2025. In addition, we are launching a new website in January 2025, where we will reveal a number of exciting campaign activities. We already supportSvovlstikkerneandDanmarks Outdoor Festival 365, and going forward, we will focus more on engaging Danes in the development of the brand.