Once Upon embarks on all-encompassing rebrand

Swedish photo book app Once Upon rebranded after a two-year project that involved the entire team, the company said.

“The brand is now reflected in, among other things, how we set salaries, recruit, onboard and grow,” says Lina Andersson, founder and CEO of Once Upon. “During these two years, it has become clear that the most important thing, both internally and externally, is man and his well-being.”

As much as the brand reflects the external, it is also taken out internally, deep into the core of the organization, the company said. It has become clear sustainability, both social and environmental, is important for the entire company, but also customers and owners. “In that area, we want to take great responsibility, both today, but even more in the future,” says Andersson.

The logo is new, illustrations designed Once Upon’s own illustrator Stina Norgren, have moved in, colors have been changed and vision and mission have been formulated.

“These are just some of the things. We have taken a holistic approach and now we can finally look and communicate as we are and feel,” says Andersson.

She is supported by Evelina Örn, designer at Once Upon, who has been one of the driving forces in the work.

“Personally, I am a bit of an individualist but I must say that this has been so fun and it has gone surprisingly well despite so many being involved, says Örn. “During my 20 years as a designer, I have actually never been involved in teamwork similar to this.”

Web-based image uploader

In other news, Once Upon released a web-based image uploader at the turn of the year. Through it, customers will have easier access to all their photos when they create a photo book in Once Upon’s smartphone app.