A renewed identity for Sweden’s kindest no-frills mobile carrier. The new identity toolkit developed by Bold Scandinavia introduces a new mascot, Fello — a chatty speech bubble who lays the groundwork for a bold, simple and flexible graphic language.Fello is one of Sweden’s most trusted low-cost mobile carriers, offering simple, straightforward plans without hidden fees, complicated bundles, or unnecessary frills. Built on the belief that mobile services shouldn’t be overly complicated or expensive, Fello has grown by staying true to its roots: clear pricing, honest communication, and a focus on customer care grounded in no-nonsense simplicity.

Fello came to Bold Scandinavia to refresh their brand identity and strengthen how they show up across Sweden’s competitive telecom landscape. The goal was to sharpen recognition, unify their visual language, and ensure that their friendly, down-to-earth character carried through every touchpoint in a way that’s consistent and and easy to work with.

The result is a flexible, hardworking graphic system, built around a brand-new mascot: Fello. This chatty, straight-talking little character acts as a short-hand to the entire brand experience. Shaped like a hand-drawn speech bubble, Fello nods to the telecom category while staying folksy, unpretentious, and everyday — helping shape layouts, punctuate messages, and bring a clear, cohesive visual language to life across every touchpoint.