Revamping an icon

Preem is more than Sweden’s largest fuel company. They are the leading force in developing a more sustainable fuel market. The brand was very well known to the average Swede, nothing short of an icon.

Winning over the world


We were contracted to facilitate Preem’s international expansion and digitalization.


Waking up a sleeping beauty


Like many of its counterparts, Preem lacked a modern identity. It was a brand developed on the notion that identity equals graphics. What Preem did have, on the other hand, was a legendary symbol and a unique colour-palette. Assets representative of its strategy and well-associated with the organization. Brand equity abounded.

Let the bear speak


Preem’s bear was not only the face of the company, but a symbol of Preem’s sustainability initiatives. By redesigning it for digital platforms and animating it for motion use, we set the bear free. It could now represent Preem in the touchpoints most vital to them.

Icons inspired by an icon


With the new bear as the starting point we developed an updated graphic language entailing iconography and a new illustration concept.

Believe the type


Next we set about developing a new bespoke typeface together with the talented Colophon. We also helped bring the new brand to life with a retail concept, a brand portal, an image bank and topped it off with a new social media strategy, just to mention a few.

Fuelled by forest


Preem is not only represented by a legendary creature of the forest. They use forestry by-products to produce some of the most innovative fuels in the world. So, we extended Preem’s identity with a sound and motion scape inspired by the forest. As everything else in our collaboration, it came as natural as Preem’s sustainable fuel.


  • Brand architecture

  • Social Media Strategy

  • Technical strategy

  • Naming strategy

  • Product naming


  • Visual identity

  • Verbal identity

  • Motion identity

  • Sonic identity

  • Iconography

  • Illustrations

  • Motion Design

  • UX/UI design

  • Brand Portal

  • Guidelines

  • Retail concept


  • Copywriting

  • Photography direction and production

  • Social media plan

  • Implementation plan

  • Design templates

  • Office templates


  • Front-end development

  • Prototyping