Facing the challenges brought on by the pandemic, one of the largest hotel chains in the Nordics, Nordic Choice Hotels, needed to reinvent themselves and expand the way they provide hospitality. In a process involving hundreds of employees, Strawberry was born.

Our brief was to create a brand identity that could present everything Strawberry has to offer in a distinct and inspiring way –an immersive brand universe that would trigger curiosity and seamlessly unite the digital and physical experience.

The core building block, a graphic abstraction of a strawberry, lays the foundation and the soft and round shapes are a recurring element throughout the identity, from layout to typography and animation.