Cheap Monday

Guiding H&M’s punky sibling back to their roots

A skull you may know


The brainchild of Weekday cofounder Örjan Andersson, Cheap Monday was born to bring fashionable clothing with a lot of attitude at a low price. This ambition ultimately led to the brand joining forces with the H&M group. Now it can be found in more than 35 countries in about 1800 stores all over the world.


Rebranding a riot


Rebellion is a hard thing to sustain. Especially when it comes to a brand. While Cheap Monday had built a look that had undoubtedly become their own, their growth had left their visual and verbal direction feeling quite tame and diluted. Essen International was contacted to bring the brand back to its rebellious roots.

Anything but subtle


Over the course of several workshops, we rediscovered Cheap Monday’s voice and revisited their look. Adapting the existing brand platform, visual identity and messaging to where their consumers are today. Cheap Monday defends self-expression and challenges convention. Cheap Monday is no bullshit jeanswear.


Guidelines to live by


Through extensive verbal guidelines, we oriented all existing copy within their new voice. Telling it like it is. Developing a messaging structure inspired by the brevity and wit of protest signs and t-shirts. In addition to creating a product copy format describing Cheap Monday’s products like the characters they are.

Perfectly imperfect


Our visual expression spoke to the bold and raw origins of Cheap Monday. Sometimes ugly but never trying to be. VHS not HD. The things that make you look twice. We collected the typography, icons and components into a cohesive set of guidelines for an otherwise kooky and unruly visual expression and style.


Clothing the counter-culture


Arguably the most uncompromising, take-it-or-leave-it tonality and attitude we’ve ever crafted. A brand that makes noise, makes change, and clothes the counter-culture. Having found their voice, Cheap Monday implemented their new guidelines within days, heading to the frontlines of a fashion industry revolution.


  • Brand platform

  • Brand positioning

  • Qualitative and quantitative research studies


  • Visual identity

  • Verbal identity

  • Iconography

  • Illustrations

  • UX/UI design

  • Packaging

  • Websites and apps

  • Retail / Environments

  • Guidelines / Brand portals


  • Copywriting

  • Social media plan

  • Design templates

  • Office templates