MESSYWEEKEND launches a new brand universe
- By Editorial Team
At the core of the relaunch is a new visual identity and creative direction, developed by Narrow Creative. The update introduces a refined and cohesive direction, including a new logo and a redesigned website, establishing a clear new foundation for the brand moving forward. Across all touchpoints, the identity reflects “a confident expression of what MESSYWEEKEND is today and what it aims to become”, the brand owners state. Since 2018, MESSYWEEKEND has grown from a local start-up into a global eyewear brand represented in more than 40 countries. In 2025, the company was acquired by Magasin Du Nord – a step that marked the beginning of a new phase focused on international expansion and retail growth. With the relaunch, MESSYWEEKEND positions itself at the intersection of design, fashion and performance eyewear. “With this relaunch, we are setting a clear direction for MESSYWEEKEND as a Scandinavian eyewear brand with a strong fashion perspective and global ambitions,” says CEO & Founder Mads Koch Pedersen.”
Later this year, MESSYWEEKEND expects to announce a series of new partnerships that will bring the brand to more than 2,000 retailers globally. The updated creative direction is expressed through a series of upcoming campaign visuals, also produced by Narrow Creative. The first campaign launches this spring. “For the SS26 Lookbook, our vision was to establish a visual direction that elevates MESSYWEEKEND’s brand perception and sets the tone for a new, refined visual identity – one that feels elevated, confident and future-facing. The goal is to create a visual universe that marks the evolution of MESSYWEEKEND, positioning the brand as a leading voice in contemporary eyewear, while still feeling relatable and distinctly Scandinavian”, says Kasper Mølgaard-Nielsen, founder, Narrow Creative. The new collection spans sunglasses, optical frames, sports eyewear and ski goggles, crafted in materials such as acetate and metal – with a focus on quality, comfort and technical precision.
