Plant-Based Fika with Soul!

The word ‘Fika’ in Sweden means spending quality time with friends and family and enjoying a relaxing coffee and cake break. There are many fika places in and around Stockholm but very few focus on plant-based/vegan food. With vegan diets surging in popularity even with those not willing to go fully vegan, our client saw a gap in the market for plant-based fika that was fresh, wholesome and, above all, of great quality.

Fern & Fika is a plant based cafe located in Långholmsgatan, Stockholm. They are reinventing fika and food by serving the best plant-based experience in the city. Previously named STHLM RAW, their menu began to include hot/cooked food as demand from new and existing consumers grew. The name ‘RAW’ then became a little confusing as their food offer was now much more varied.

They approached us for help to develop a new name and logo. At the same time they saw it as the perfect opportunity to re-brand themselves. Launched in March 2020, the project includes naming, brand strategy, brand creation, identity and packaging design.

Our big idea was ‘Plant Based Fika with Soul’. The owners are full of warmth, energy and passion, so we wanted to reflect this in all their communication. Fern & Fika was the favoured name as it instantly sums up their brand proposition and sounds catchy and memorable. The visual identity is inspired by their latte art from above. The typography then surrounds the cup to express the coming together of a circle of family and friends. While a soft colour palette communicates a more natural, Scandinavian look and feel.

A more quirky typographic style for headline copy captured their warmth and passion. The human touch was important in our illustrations too - printed fern leaves for wallpaper and packaging, as well as paper-cut illustrations for their menus. Finally, a witty tone-of-voice was key in creating engaging campaigns both in and out of store.

“We are absolutely thrilled with the work that Love Mondays have managed to create for us, and the new branding has had lots of great feedback from new and existing customers. Dale and his team really listened to our feedback throughout, and the brand has so much more potential now. It feels like a credible business and really captures our personality”.

Monika Majnik - Owner, Fern & Fika (Stockholm).