CLIENT: Strawberry
DATE: 2023
DESIGN STUDIO: Bold Scandinavia
PROJECT: Brand Identity
MY ROLE: Lead Motion Designer

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.

Bold's 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.
The new layout system is based on the concept of creating portals to different experiences, and the custom-made typeface and wordmark hold the visual expression together.

The result is a warm and immersive brand experience that invites you to be curious and explore more.

Strawberry is now one of the largest hotel chains in the Nordics with more than 18,000 employees and more than 225 hotels in over 100 destinations. The portfolio includes both popular hotel chains and unique independent boutique hotels.


"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