Swedish Stockings was born in 2013 and is currently the only sustainable hosiery brand worldwide.

The Project

To develop a communication strategy to communicate Swedish Stocking’s goals; look good (style), feel good (comfort and quality), do good (sustainability) in an innovative way to attract curious and like-minded women.

The main target group:
- Lives in bigger cities.
- Aged 25-45.
- They are curious, sharp-eyed, ambitious women.

What we did
In the design process, we developed:

01 Brand analysis
02 Target group analysis
03 Communication strategy
— Social media guidelines
— Visual and verbal guideline

01 & 02 Brand analysis and target group analysis
I’m not going to bore you to death with tons of analysis, instead, I want to focus on our findings:


  • Swedish Stocking’s visual identity between different social media platforms was not aligned with each other.


  • The verbal communication didn’t communicate their biggest USP enough, which is their unique sustainability advantage and all the good they do.

03 Communication Strategy
Based on our insights and findings from the brand and target group analysis we formed a communication strategy. The strategy is divided into three main areas. we call them:


  • Be yourself everywhere

  • Get to the point

  • Make people talk

Be yourself everywhere

Exercise brand consistency. Make sure to use this on all channels (these are examples)

Be yourself everywhere.png

– Use your colors on your site. Make sure to use the right font on social media, and make your icons move, and use them on more channels.

– Add black and stronger pastel colors to make the messages pop more and stick out.

– Use large text in bold, it makes the copy more confident.

– Unify your brand by repeating this over and over.

A1_2 (1).png

Your packages might be your only touchpoint with some consumers. Make sure to be yourself here as well. Communicate your vision and goals by giving answers to the relevant question that also heightens your brand, such as:

How are the boxes made?
What material?
How do they look?
Can the person learn about your work from the package?
Do the packages feel good, look good and do good?

02 Get to the point