Created to cover everyday needs from head to toe, this personal care brand by Axfood was launched in September 2021 with an identity and design we developed from scratch. Since then, it has grown into a success story – a well-known and accessible brand for the whole family, loved by all ages and found in countless homes, as well as in schools, restaurants, cafés, and many other places. Today, the brand is available in stores across Sweden and Norway, such as Hemköp, Willys, CityGross, Tempo, Mat.se and Apohem.
Deliverables: brand platform / brand identity / design strategy / packaging design / in-store communication
Award winning design: Pentawards Silver Award 2022
The name comes from the idea of a sense of self – “me” – in constant evolution, with a vision of making daily life a little more enjoyable.
Inspired by building blocks, the wordmark acts as a personal toolbox for everyday needs. It is designed to work across a wide range of categories, spanning from technical and performance-driven to sensorial products.
The extensive product portfolio includes hand soaps, shower creams, shaving products, oral care, wound care, organic cotton, intimate care, and a perfume-free line for sensitive skin, certified by the Nordic Swan Ecolabel and the Swedish Asthma and Allergy Association.
We designed the brand promise as a symbol carried across every product. It communicates that they are made for everyday needs, in rain or shine, day and night.
Design strategist: Helena Stendahl Hägg / creative directors: Shila Roghani & Julia Koga / copywriter: Karolina Sjöholm