"Arkiv Uplandia is a retelling of a timeless aesthetic. We exist outside the bounds of never ending cycles and overwhelming must-haves."

It was made clear early on that the logo and brand needed to be inherently timeless and thoughtful, leading to an identity inspired by European newsprint, a customised HWT Aetna typeface was used for the logotype - reflective of British and Swiss paper heritage.

Because of, and as a result of, the icon needed to be easily printed at scale with the ability to be centralised and/or justified to suit the medium. The icon became a rationalised Royal Orb of Sweden which is represented in the county crest of Uppland, AU's namesake.

"We twirl on the burial grounds of an outdated idea of consumption - and worship a world of repair, reuse and designs meant to last. When creating things for you, we look to the past to design for the future."

The typeface Mencken Std by Jean François Porchez and foundry Typefonderie is used in a plethora of styles harking back to limitations of newsprint, whilst giving an air of rooted tradition.

Each colour was carefully handpicked in order to reflect the pillars of the brand and natural and sought after dyes of the nordics.

"Arkiv Uplandia is a secret society, a collection of dreams, an outlet and passion project all in one, and we thoroughly hope you’ll enjoy your stay."