OMSE creates a fictional Ibiza club for Estrid’s body confidence mission

When Estrid, the Swedish body care brand built on a mission of body confidence for all, decided to create a summer activation, they could have gone the predictable route – influencer partnerships, sponsored content, maybe a pop-up somewhere expected. Instead, they did something more interesting: they invented a club. Estrid’s Realm might not have been a real nightclub, but it drew from the visual language of one. Designed by London-based studio OMSE, the fictional club became the framework for a week-long residency at Casa Privada, The Standard’s Ibiza villa, where members of Estrid’s community were invited to experience curated events and activities. The project pulled from rave culture – its flyers, stickers and the slightly chaotic energy of nightlife design – to create an activation that felt less like brand marketing and more like stepping into a space where self-expression was the whole point. “Clubbing is all about freedom, the feeling of being completely yourself,” explains James Kape, Founder of OMSE. “That sense of openness and expression connects directly with Estrid’s mission. By aligning with a subculture that already celebrates individuality, the project became a natural way to grow Estrid’s community without forcing the connection.” The typography sets the tone immediately. PP Playground, a script typeface from Pangram Pangram Foundry, appears across merchandise, stickers and posters with the expressive, hand-drawn quality you’d associate with old-school club flyers. Alongside it, Saans by Displaay provided functional clarity – a bold sans serif that holds key messaging together with punch and confidence. The pairing creates a visual balance: playful but never unfocused, energetic but still legible.