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.