---
title: Lernberger Stafsing
url: https://milk.se/case/lernberger-stafsing/
type: case
updated: 2025-10-22
---

# Lernberger Stafsing

> Milk created the communication concept "Beauty Distilled" for Swedish lifestyle beauty brand Lernberger Stafsing. It ties together the brand's roots, process and products into a simple, poetic promise that guides all verbal and visual communication.

## Key facts

- Client: Lernberger Stafsing
- Delivery: Concept & campaign, Graphic Identity
- Concept: "Beauty Distilled"
- Brand type: Swedish lifestyle beauty brand (hair and skincare)
- Creative leads of the brand: Patrik Lernberger and Mattias Stafsing
- Work included: packaging typography, copy and content, always-on content for the brand's own channels, and sales campaigns for online and traditional retailers

## Details

### Beauty Distilled

Timeless influences, unique ingredients and scientific expertise in every drop. The communication concept for Lernberger Stafsing brings together the brand's roots, process and products into a simple, poetic promise.

### The brand

Lernberger Stafsing was founded to bring a timeless elegance to your days and nights. Creatively led by style icons Patrik Lernberger and Mattias Stafsing, the brand takes a different, more personal approach to beauty. Instead of focusing on problem areas and clinical claims, it employs a holistic perspective on modern hair and skincare. It starts with the philosophical question of what beauty is and how it can enrich our everyday lives, and goes on to develop unique formulations with potent, natural ingredients and alluring fragrances that bring out your inner grace.

### The concept

"Beauty Distilled" works as a guideline for all verbal and visual communication, connecting brand, category and product messaging across all touch points during the customer journey. It allows the brand to focus on its aesthetic roots in the Swedish Grace period, on the artisanal process, or on a specific product, or to communicate all three at the same time if needed.

### Ageless, genderless and timeless

A key part of the brand is questioning unhealthy ideals in how we think of beauty and how we live our lives. The message is that beauty is not a standard to live up to; it exists inside and around you.

### Packaging and point of purchase

To bring the brand's promise to every point of purchase, Milk collaborated closely with the brand on packaging typography, copy and content. The aim was to make it evident that every bottle contains a desire to beautify the world, and is made by artisans with pure ingredients, passion and Scandinavian sensibility.

### Content and campaigns

To help build the brand and stimulate sales, Milk created everything from always-on content for the brand's own channels to sales campaigns for online and traditional retailers.