Stories
A brand refresh shaped by real life
1 January 1970
More than a new look, our brand refresh is rooted in reflection. It’s the outcome of an internal journey: looking closely at what drives us, what matters to our community, and what kind of change we want to be part of.
A refresh shaped by real life
We took a long look inward and asked: What are we really here to do?” says Lina Andersson, Founder & CEO. “This refresh is our way of answering that. We want to help people slow down and see the value in everyday life – not just in the big moments, but in the ones that often pass by unnoticed. At the same time, our updated identity reflects our commitment to creating lasting value for our people, our customers, society, and the planet we share.”
The updated brand identity – created in close collaboration with Stockholm-based agency Save Our Souls – includes a refined visual identity, a warmer tone of voice, and a clearer expression of our values. A new campaign, photographed by Joel Rhodin, brings the brand to life through intimate, everyday moments that reflect the simplicity and emotion of the product itself
“Design, for us, is a way to carry meaning, not just shape visuals.”
“Design, for us, is a way to carry meaning, not just shape visuals,” says Sofia Emthén, Head of Brand. “Our refreshed identity introduces clarity and warmth, while paying a subtle tribute to the photo albums that were part of so many of our childhoods.”
Do you remember the paper corners used to hold your photos in place?
A nod to our roots
The yellow corner, is a cornerstone in the new identity and is a playful callback to the photo albums of our childhood. Do you remember the paper corners used to hold your photos in place? Together with the white passepartout and the grain we now add to our photos, these elements become a subtle but clear nod to our roots.
Our imagery captures real-life experiences – spontaneous, heartfelt, and relatable – allowing people to see themselves and their memories reflected in the brand’s story."
Our new headline font is expressive, welcoming, and a little imperfect – like life itself.
Fonts and colors
Our new headline font is expressive, welcoming, and a little imperfect – like life itself. Together with our new handwritten typeface that adds character and matches our illustrations – they are both crafted by the same hand.
Our color palette is built to be optimistic, warm, and full of personality, designed to help people feel good about their memories and to spark curiosity, creativity, and connection.
Our classic design and new choices
All of our visual tweaks, together with a warmer, simpler tone, are meant to help people everywhere discover how easy, fun, and worthwhile it is to save all of life’s moments in a photo book. And speaking of photo books, they are the same as they’ve always been. Choose between our classic design or customize them to suit your personal taste.
The simplest moments can hold the most unexpexted meaning.
Our brand story
And last but not least: the heart of it all – what guides us in every tweak and decision we make – our brand story.
Meaningful memories bring us closer to each other. And the best part? They're created all around us, every single day. That spontaneous Tuesday night dance party in the kitchen. A catch-up with a friend. Your toddler’s look of betrayal after their very first taste of a lemon.
To some, these kinds of moments might seem insignificant. But to us, they are everything. By focusing on them, we can elevate our self-worth and deepen our relationships, thereby creating positive ripples in the world. Bold words from a company that helps you save memories in a photo book? We don't think so.
Once Upon was created to revolutionize how you capture and enjoy your memories. We're always by your side, empowering you to focus on what truly matters.
It’s our belief that even the simplest moments can hold the most unexpected meaning. We’re here to help you keep those moments close, forever.
Language
Suggested language
Select language
Region
Suggested region
Select region
Payment methods
Download the app
Once Upon Publishing AB, SE559073-3670-01, Trädgårdsgatan 7, 931 31 Skellefteå, Sweden, hello@onceupon.se
Once Upon® and the Once Upon symbol are registered trademarks of Once Upon Publishing AB. © 2025 Once Upon Publishing AB. All rights reserved.
