CLIENT

Boråstapeter

WE DID

Brand platform // Vision // Core values // Design philosophy // Style segments // Brand identity // Visual identity // Logotype // Image tonality // Tone of voice

Boråstapeter is Sweden’s oldest and by far best-selling brand of wall coverings. It has managed to stay relevant for more than 110 years by constantly updating its look and feel while remaining true to its vision and core values. Recent business changes and a larger international presence prompted a review of the brand.

The challange

An abundance of creativity has made Boråstapeter into an inspiring role model in the wallpaper market. The same creative energy had also led to a brand platform that was beginning to sprawl. There were, for example, too many style segments and different interpretations of the core values. To better reflect the growing number of international customers, the Sweden-centered vision was also in much need of an update. Paradigm was asked to help sort things out.

The approach

Several workshops with designers and people from the brand and marketing departments resulted in an updated vision, fewer and more to-the-point core values as well as a design philosophy with clearly defined style segments. It was all presented in a new brand book distributed to all the employees. In addition, a special edition of the brand book was created inspired by a traditional wallpaper sample book.

The solution

The new sharper brand platform further inspired the development of a new visual identity, logotype, web design and a homogeneous style for the wallpaper sample books. The new identity was later nominated for the Swedish Design award.