The results
What emerged from the workshops were these three powerful words:
BIGGEST - GREENEST - COOLEST
Royal Djurgården is the single biggest attraction in Scandinavia, attracting the largest number of visitors and its facilities are the biggest custodians of Swedish culture. The stakeholders are forward thinking when it comes to environmental considerations, with a commitment to make Royal Djurgården Stockholm’s, and Scandinavia's, greenest destination. And, of course, having fun is cool, fitness is cool and culture, if presented in an engaging way, is cool too.
Big, powerful ideas like these are key to strong positioning and they led us to develop the new Royal Djurgården tagline:
Scandinavia's #1 Attraction
It’s a bold statement, a simple concept and a true statistic. Royal Djurgården receives more than 15 million visitors each year. That’s more than anywhere else in Scandinavia. It’s actually more than the Great Wall of China or even EuroDisney.
To complement this new tagline and to link it to Royal Djurgården’s resonant heritage, we developed a contemporary identity, in a range of vivid colors, referencing a century-old typeface found on the side of the traditional Djurgården ferry boats.