Stories
Minette Fernberg – the designer of our most loved pattern
1 January 1970
Minette Fernberg lives in Kåge, a quiet suburb just outside Skellefteå, with her partner, their two children, a dog named Nilo and a cat called Sune. She works as a designer at Once Upon, and is the mind behind the best selling pattern in our new collection: Tile. Welcome to Minette’s home!
When we step inside, it feels calm in that honest, lived-in way. Nothing is trying too hard. Things sit where they make sense. It’s thoughtful, but never boringly precious.
You designed the pattern, Tile. What was your starting point?
– I wanted to create something that works for many people. Something balanced, but not rigid.
She moves her hands slightly, like she’s shaping it in the air.
– It’s inspired by structure, but not perfect structure. Slightly irregular. That’s what makes it feel alive.
She smiles, like she remembers something.
– Internally, we actually called it “the 50’s pattern” in the beginning. There’s something about the shapes…
A small pause.
– But it also filled a gap. We didn’t really have anything that felt this graphic and a bit irregular when compared to the other patterns. This one brings a different kind of energy - without being too much.
Slightly irregular. That’s what makes it feel alive.
How would you describe your personal style?
– Scandinavian, but with a playful side. I’m drawn to classic design, but I don’t want it to feel too strict.
She pauses, looks around.
– I think it’s a style that works for a lot of people, but becomes personal through what you add to it. Photos, knick knacks, small details. I feel like it’s the slightly random details that end up meaning the most.
You moved here a few years ago. Has your interior always looked like this way?
She laughs.
– Absolutely not. I’ve tried everything. I’ve definitely had my “shabby chic” phase. And the wall quotes.
She shakes her head.
– Let’s just say… I’ve learned.
It’s a style that works for a lot of people – but becomes personal through what you add.
How did you approach the color choices?
– Since it’s a two-toned pattern, I started with higher contrast. But it took over too much.
She shakes her head.
– The photos should always lead. The pattern should support—not compete.
– I wanted something more balanced—something you can live with, book after book.
A small pause.
– I thought of a good wallpaper design—how it brings life, without taking over.
Just like wallpaper brings everything together, without taking over.
What kind of photo books do you think Tile fits best?
– It’s hard to get it wrong. Travel books, year books, coffee table books.
She smiles.
– At least, that’s how I see it.
A small pause.
– If you try it, and think differently - I’d genuinely love to hear from you.
Do you have a personal “go-to” when you design your own books?
– I do. I mean… I am a designer.
She laughs.
– We’re a bit of a nerdy group. When I design for myself, I have rules.
Like Miranda Priestly and her very specific coffee order, Minette has her own version. Just in photo books.
– I almost always use the same font. Modern. It feels timeless, and it doesn’t disappear into the pattern.
– And I keep things consistent. Same layout throughout. Not too many variations.
What are your best tips when using Tile?
– Don’t overthink it. It works with all kinds of images, so you don’t need a perfect cover photo. Compared to some other patterns, this one is more forgiving.
She adds:
– If the photo I want on the cover feels a bit too messy, especially when having a patterned cover, I often just make it black and white. That usually solves it.
If a photo feels a bit messy, I often just make it black and white.
Can we see your photo book collection?
She nods.
– It’s mostly year books. That’s my base. And for my year books, I always use the Classic design. A fun thing is in the beginning we only had one font, and you could choose portrait or landscape, that was it. But I love the simplicity in those books.
But she doesn’t stop there.
– Then I mix in other books and patterns, for travel books or smaller projects. But other designs will not come near my year book collection.
Not over designed. I want it to feel like us.
What will be your next photo book project?
A big smile.
– A wedding book. We’re getting married this summer.
What are you thinking about for that one?
– I don’t want to over design it. I just want it to feel like us.
– The main one will be more classic, maybe “Tile Light”. But the guest book, that one will be a bit more fun and colorful. Maybe a pink cover.
What’s most important to you when it comes to design?
She thinks for a moment.
– That it lasts.
And then:
– Good design isn’t about making something that looks good immediately. It’s about still liking it later. The best designs are the ones you still like later. QUOTE: “One piece of advice: do less,
and stick to it.”
One piece of advice: do less, and stick to it.
And finally, do you have one piece of advice?
She smiles, slightly.
– Do less when you design your photo book.
A pause.
– And stick to it.
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