Estrid’s Realm
OMSE• Date added
• Date added
Estrid is a Swedish razor brand with a clear mission: to champion body confidence for all.
London-based design studio OMSE created Estrid's Realm, a fictional club concept inspired by Ibiza's iconic nightlife that brought Estrid's mission to life through a community-led activation that moved beyond conventional brand experiences.
Client
Estrids
Year
2025
Creative Director
James Kape
Pedro Messias
Account Manager
Vanessa Pike
Typefaces in Use
Building an authentic community meant aligning the brand with a subculture that reflected its values. Estrid's Realm was conceived as a space for self-expression, freedom, and the embodiment of Estrid's mission.
"By tapping into club culture, Estrid moved beyond a standard brand activation, growing their community and bringing their mission of body confidence for all to life."
In collaboration with The Standard, Casa Privada, the hotel's villa in Ibiza, was transformed into Estrid's Realm for a week-long residency. The space was reimagined through bold branding and custom merchandise to bring the fictional club to life. Members of Estrid's community were invited in rotating groups to participate in a curated programme of activities and events.
OMSE
OMSE is an independent branding studio working with like-minded businesses to create meaningful and inspiring brands. They believe any organisation can look good while also making an impact on the world around it – whether it's an up-and-coming tech company, an eclectic music venue, or even a 200-year-old church in Hackney.
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