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The story behind our brand refresh with Lina Andersson

1 January 1970

Take a moment to get to know our very own Lina Andersson, founder and CEO of Once Upon. Learn why it was time to update the Once Upon brand, how it reflects the core of who we are and what we aim to be.

Tell us a bit about yourself? How would your family/colleagues describe you?

I think I’d be described as calm, a little bit introverted perhaps, and I hope they also describe me as curious.

What was the idea or moment that made you want to create Once Upon?

I had made photo albums for both my older children, and had a very guilty conscience for not having made one for my youngest. But, at the same time it felt really overwhelming having to make one in the same way as I’d made the other two. And that was the starting point for Once Upon. I’ve always been curious about products that make life easier for people.

“I’ve always been curious about products that make life easier for people.”

What’s your favorite thing to do outside of work?

I think the best days are carefree days spent at home with my family.

What is your favorite color?

Tough question! Can my answer be “I like colors” instead. I’ve always liked when something is more “colorful” and the energy it brings.

What is your favorite thing to do when you arrive at the office in the morning?

Just walking into the office, meeting people, saying “good morning” and getting a coffee. Feeling the energy of a new day starting.

If you could switch roles with anyone in the company for a day, who would it be?

Oh, I think I’d like being in most roles in some ways. If I could change for one day, I would think of the different situations one can be in, and then I’d love to be part of a team that's working together with some kind of creative problem solving focus or a visionary or philosophical discussion.

Can you tell us about the journey Once Upon has been on up until now?

We have grown in so many ways, and in some sense I think there’s a resemblance to growing up as a person–exploring, testing, and finding the core of who you are and what truly matters. This applies both to our identity and the brand, and to how we structure the company and our work. Becoming a bigger organization and a business present in more markets puts completely different requirements on us as a company. I like to continue to be curious, to explore how we stay resilient and relevant.

“We have grown in so many ways.”

Were there any shifts in the industry, customer needs, or internal culture that influenced the decision?

The decision to invest in our brand was driven by both internal and external factors. Partly by a growing internal need to clarify who we are, which resulted in an efficient joint force from design and communications perspectives to manifest this new direction. Partly it was due to the want to be more distinct in relation to the market, and to make everything that we create “live and breathe” more Once Upon. In the long term perspective, we want to leave a mark and build our brand equity!

What does the new brand identity and story mean to you personally, and to the company as a whole?

It means so much! It’s so on point for who we are, and creates a foundation for our future.

Are there any elements of the new identity that feel especially symbolic or meaningful?

Rather than the parts, I love how connected and whole it feels.

What is the deeper purpose behind the new brand, beyond products and services?

We are here to reframe what defines a fulfilling life – to boost self-worth, deepen relationships, and thereby create positive ripples in the world. It’s about recognizing how connected we all are and taking responsibility for how we show up in the world.

“We are here to reframe what defines a fulfilling life.”

How does the brand refresh connect to a bigger purpose?

Our brand refresh is rooted in our bigger purpose: helping people focus on what really matters. It reflects where we come from – the photo book – while our design and tone remind people to slow down and appreciate the small moments of everyday life.

Here’s how it comes to life:

• Design details inspired by classic photo albums (like the yellow corner and our passepartout).
• A warm, lighthearted tone, paired with personal fonts and playful illustrations.
• Authentic imagery that captures real, sometimes messy, moments.
• A clearer, more recognizable profile that will (hopefully) help us reach more people with our message.

How do you want people to describe Once Upon when they talk about you as a company, and how does the new brand support that?

In the end, we’d like people to think of us as someone who’s there for them, who helps them to see and appreciate life as it is, with all that it entails, reminding them to safe guard their memories, so that they can look back with their loved ones and remember it all.

What are you most proud of in this process so far?

The engagement and care of the Once Upon brand that shines through everyone who’s been involved in the brand refresh! And that we’ve invested the time and effort in it in the first place.

How does the new brand identity reflect the impact you want to have in the world?

It’s warm, yet bold, and feels very much like us.

If you have to choose one thing from the brand refresh that you like the most, what would it be?

The font! Our very own headline font, it’s expressive and welcoming – as well as a bit imperfect, just like life itself.

“The font! Our very own headline font, it’s expressive and welcoming – as well as a bit imperfect, just like life itself.”

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Once Upon Publishing AB, SE559073-3670-01, Trädgårdsgatan 7, 931 31 Skellefteå, Sweden, hello@onceupon.se