For this project, our task was to capture NOFO’s deep-rooted connection to the neighborhood and translate it into a concept that set the boutique hotel apart. Alongside this, we refined and updated their visual identity to support the new direction.

 
The result is LIVE LIKE A LOCAL – a brand platform that positions NOFO as the natural gateway to Södermalm. Staying at the hotel means not only enjoying the charm of affordable luxury but also discovering the city like an insider – from the rowdiest dive bars to romantic fine dining, from hidden sunset spots (without the other tourists) to the local supermarket with the best selection of candy.  

To bring the concept to life, we created KEY TO SÖDER, a premium service that unlocks Södermalm’s most sought-after food and cultural experiences. Carefully curated and continuously updated, it highlights both long-standing favorites and exciting newcomers. Selected venues carry a special Key to Söder mark at their entrances – a visible proof of NOFO’s endorsement.  

Through this, NOFO becomes more than a hotel – it becomes the key to Södermalm itself, giving guests the chance to dodge tourist traps, embrace true quality and live like a local.