Formality is your design partner whether you want a quick design service or if you want a long term collaboration on your products, packagings, retail solutions and brand communication. We have worked both internationally and locally with the worlds biggest brands to the smallest entrepreneurs.


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Sjöstrand, a young entrepreneur couple from Stockholm turned to Formality for a complete brand and product turn key design solution. Within a year we created a brand platform, product range, sourced manufacurer and created packaging solutions for the products as well as the unique coffee pods that are made out of biodegradable material.

2013 12 19 // Dentally Zip


Dentally Zip is new product on the European market. This small size electrical toothbrush is pocket size and ideal for traweling etc. The form derives from the Dentally Wiz design philosphy.

2012 06 14 // Dentally Wiz


Dentally Wiz is a new take on an electrical toothbrush. It disrupts the general aestetic norm for electrical toothbrushes and at the same time have a charging solution that invites users to store the device in the charger. To make this happen we designed a charger that resembles an ordinary cup or glass that people use to store their toothbrush in. The result is an product that fits into a contemporary bathroom.

2012 06 01 // Djursjukhusgruppen


Formality were commissioned to develop a complete corporate identity for Djusrsjukhusgruppen. The project  included everything from logotype to signage as well as retail and interior design for the new hospitals.

2011 02 01 // Urbanista


For Ubanista we developed a range of headphones as well as a new take on the shopping trolley.

2011 05 17 // Alcosystem iBac


iBac - the accurate alcometer designed for your pocket. Due to new innovative fuel cell technology the iBAC alcometer is both totally accurate and mini sized. iBac connects to your smartphone via the iBAC app and keeps track of your results and enables cutting edge web based treatments and services.

2008 11 17 // H&M Home


In late 2008 we were commissioned to create the launching campaign of H&M Home, H&M's new commitment in home textiles. In order to get maximum exposure at minimum cost we used H&M's existing display windows, retail environment and shopping bags for the campaign. The starting point of the campaign was the phrase "FASHION FOR YOUR HOME", which became the main slogan for the launch.


For the display windows we designed iconic "dummy furniture" standing on a catwalk dressed by H&M's textiles.

The shopping bags was designed with the message on one side of the bag and beautiful patterns from the collection on the other side, giving a very strong visual impact on the streets. The commission included art direction, copywriting, display windows, in store posters, web, catalogue, flyers and shopping bags. The campaign resulted in the highest number of hits ever on H&M online store.


Following the idea of the launch campaign earlier in the spring of 2009. the summer campaign included art direction for the catalogue and online store. Among other things, we invited the emerging stylist and fashion designer Martin Bergström to make his interpretation of the summer with H&M's products and other props in two spreads of the catalogue.