Sweden

Light and dark

Sweden's seasons shape its life: long, light summer evenings and short, dark winter days. Midsummer is one of the most important celebrations of the year, and the way people make the most of the light is something Swedes abroad often say they miss.

Small daily rituals

Fika, a coffee break with something sweet and good company, is a daily ritual rather than an occasional treat. Lagom, the idea of having just the right amount, describes a whole attitude to life. The right to roam the countryside freely is a quiet source of pride.

Swedes abroad

Swedes living abroad often say they miss the balance of everyday life: time for coffee and conversation, time outdoors, and the quiet confidence that things work. Those details are where our designs begin.

What we design here

Designs for Sweden begin with cities, seasons and these everyday rituals. Everything is original, with no official emblems or borrowed marks.

Read what makes Sweden special, or explore all countries.