För en god morgondag

Sweden’s largest grocer had sustainability efforts in a hundred separate places. We connected them all under one platform, built on the simplest Swedish greeting: god morgon became För en god morgondag.

ICA is Sweden’s largest grocer and one of the Nordics’ best-known brands. Its sustainability work ran from local farming to packaging to a more inclusive workplace and society.

With Trollbäck+Co, I wrote the platform: the name, the handle and the mission for sustainability across every business unit, segment and market.

It’s now how ICA talks about sustainability, from executives on stage to signage in small-town stores to the Nordics’ largest line of sustainable household goods.