Strawberry
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Project information

In response to the challenges of the pandemic, Nordic Choice Hotels, one of the Nordics’ largest hotel chains, needed to reinvent its approach to hospitality. This transformation led to the creation of Strawberry, born from the collaborative efforts of hundreds of employees.

Our task was to craft a brand identity that encapsulated Strawberry’s diverse offerings in a compelling and inspiring way, creating an immersive brand world that seamlessly bridges the digital and physical experience. At the core of the identity is a graphic abstraction of a strawberry, with its soft, rounded shapes featured throughout the design—from layouts and typography to animations.

The new design system was built around the concept of portals, guiding users to different experiences, while a custom typeface and wordmark unify the visual language. The result is a warm, engaging brand identity that encourages curiosity and exploration.

Today, Strawberry stands as one of the largest hotel chains in the Nordics, employing over 18,000 people and operating more than 225 hotels across over 100 destinations, including both renowned hotel chains and distinctive boutique properties.

Impact

+32% Design uniqueness +38% Design liking +115% Joyful Design Impression +41% Quality Design Impression +52% Inviting Design Impression +38% Engaging Design Impression

Services

Brand Positioning Concept Development Brand Asset Development Design System Assets Production Illustrations Tone of voice & Messaging Motion Identity UX & UI Design Component Library Website & Mobile Design Launch campaign Brand Films Event experiences Branded Environments Brand Guidelines

Project partners

Rob en Robin Fredrik Brännström Åkestam Holst NoA Ignite

Project summary

An immersive brand universe for one of the largest hotel chains in the Nordics. An inviting experience that trigger curiosity and seamlessly unite the digital and physical touchpoints.

Impact achieved

+32%

Design uniqueness

+38%

Design liking

+115%

Joyful Design Impression

+41%

Quality Design Impression

+52%

Inviting Design Impression

+38%

Engaging Design Impression

"The rebranding not only created engagement and energy within the company but also opened up new ways to serve their guests and unlock new revenue streams".

Carl Oldsberg
CEO of eBerry by Strawberry

"Strawberry marks the beginning of something new – something far beyond ordinary hotel experiences".

Petter Stordalen
Owner and Founder of Strawberry