Axcent of Scandinavia

Brand Concept / Axcent 2010. Brand concept, logotype, catalogue, stores print-materials, social media campaigns, advertising in weekly and monthly magazines. Purpose: The brand had been very successfull but sales were now dropping and drastic actions had to be taken to increase profits. Concept: Communicating and exaggerate stereotypes about Scandinavians as cold weather, polar bears in the cities and the long, blonde woman. Result: Sales increase with 160–200% in Sweden and in the global market. Concept & Grafisk Design: Inhouse. Photo: Daniella Midenge.