Björn Axén unveils refreshed brand identity and renovated Stockholm flagship
Björn Axén introduces a refreshed visual identity and a newly renovated flagship store and salon, marking the next chapter for the Swedish professional haircare and styling brand.
Founded in 1963, Björn Axén has built its reputation on craftsmanship, salon expertise and a commitment to beautiful, healthy hair. The refresh builds on this heritage, giving the brand a contemporary expression that reflects more than six decades of professional expertise.
At the heart of the updated identity is a refined logo shaped by Scandinavian simplicity and timeless design. The brand’s signature blue remains central, reinterpreted in a shade that honours its royal heritage and evokes the Swedish summer sky.
image courtesy Björn Axén
The renewed flagship at Norrlandsgatan 7 in Stockholm brings this vision to life. Drawing on the elegance of Swedish design, the interior pairs travertine and stainless steel with the warmth of walnut wood and the texture of reeded glass. Together, these materials create a welcoming, carefully considered space where professional expertise takes centre stage.
Johan Hellström, Owner and Chief Brand Officer of Björn Axén, says: “Björn Axén has always stood for craftsmanship, exceptional quality and a genuine passion for hair. As we look to the future, we wanted an identity that reflects who we are today while honoring the legacy that has shaped us. We are delighted to bring it to life in our flagship on Norrlandsgatan and to welcome our customers into our new destination.”
The refreshed identity and flagship express Björn Axén’s enduring commitment to Swedish heritage, professional excellence and a distinctly Scandinavian approach to beauty.
