Gustavsberg
From a functional brand to a desired brand.
Communication Concept / Brand Activation / Campaign
- 300%Higher click-through rate than anticipated budgeted outcome.
- 10%Above anticipated engagement rate across all key targeted markets.
- CPMReduced for the campaign as whole, compared to budget.
How could a functional brand evolve from serving professionals to inspiring people – without losing what made it great in the first place?
We set out to show that functionality isn’t the opposite of beauty – it’s the foundation of it. Rooted in Gustavsberg’s heritage, we developed the concept Functionality is beauty – a philosophy that celebrates design shaped by real human needs.
By blending Scandinavian sophistication with the everyday moments that take place in a bathroom, we created a brand world that feels both elevated and relatable. A place where form and function finally meet – proving that practicality can, in fact, be beautiful.
What we did
Communication Concept - We created the concept “Funktion är skönhet” (Functionality is Beauty), taking a brand long associated with functional excellence and giving it a more emotionally engaging voice.
Campaign & Brand Activation - Our campaigns use black-and-white imagery and intimate close-ups of body parts to remind audiences that every functional element is designed with human pleasure in mind.
