48
Brands launched
9
Years in branding
2
Projects at a time
1
Working day to reply
My story
I design brand identities for small, independent businesses: cafés, shops, makers and small labels. Each one has a few parts and clear rules, so it looks the same on the shop sign as it does on the invoice.
I studied graphic design in Malmö and started out as the intern who reset type for two years. That is where I learned that most of this work is deciding what to leave out.
Then came five years at a branding agency in Copenhagen, on packaging, retail and hospitality. Big rooms, long decks, good people. The small clients got the junior team and whatever weeks were left over, and I kept thinking that a bakery with six staff deserves the same attention as a chain with sixty.
So I left in 2022, kept the rent low and started taking two projects at a time. Forty-eight brands later, the ones I am proudest of are a dog treat shop in Lund that now sells through 11 vet clinics, and a clothing label in Copenhagen that went from market stalls to four stores.
On Saturday mornings you will find me at the flea market in Malmö, buying old packaging I do not need.
How I work
Strategy comes first, on one page, before anything is drawn. Then as few parts as the business needs, with every rule written down so a printer or a new employee can follow it without asking me.
I am not a logo shop or a pitch-deck studio, and I am the wrong person when six people have to approve every colour. I will tell you that on the first call.
Experience
Copenhagen
2017
Joined a branding agency. Packaging, retail and hospitality, mostly for companies with a marketing department.
Back to Malmö
2022
Left to do the small projects properly, with one person on the whole job.
Two at a time
2024
Capped the calendar so every project gets the weeks it needs.
Forty-eight brands in
Today
Eight to ten projects a year, from dog treats to embroidered patches.
