Brand Tone

Welcoming, Traditional, Community-Oriented, and Authentic. The brand communicates in a friendly, inviting, warm, and informative manner, aiming to share the joy of Swedish traditions and emphasize its volunteer-run, community-supporting nature.

Brand Values

• •Cultural Preservation
• •Community and Fellowship
• •Charity and Education
• •Tradition

Best Practices

• •Embrace "Hygge" and "Mys": Use warm, inviting, and cozy language that evokes feelings of comfort, togetherness, and simple pleasures. Words like "charming," "heartwarming," "cozy," "cherished," and "festive" are on-brand.
• •Incorporate Swedish Terms (with explanations): Using Swedish words like Välkommen, God Jul (Merry Christmas), fika (coffee and cake break), and glögg adds authenticity. Always provide a simple, friendly explanation for non-Swedish speakers to ensure the content is inclusive and educational.
• •Lead with Community and Purpose: Always circle back to the "why." Remind the audience that the fair is run by volunteers and that their participation and purchases directly support Swedish cultural preservation and educational scholarships. This transforms a transaction into a contribution to a good cause.
• •Tell the Story of Tradition: Emphasize the long-standing history of the fair (40+ years) and the cultural traditions it represents (like Lucia). Storytelling about the origins of these traditions can create deeper engagement and a richer brand experience.
• •Be Visually Consistent: The text should complement the visuals. The friendly, traditional, and community-focused tone should be mirrored in photos and videos that show smiling faces, beautiful crafts, delicious food, and cultural activities, avoiding overly corporate or sterile imagery.

Social Perception

The public perceives the SWEA Toronto Swedish Christmas Fair very positively. It is viewed as a beloved and authentic cultural event that offers a unique taste of Sweden in Toronto. It is described as a "magical" and festive experience for the whole family, highlighted for its food, unique shopping opportunities, and traditional entertainment. Attendees see it as a high-quality, well-organized event that successfully brings a piece of Swedish Christmas to Canada, demonstrating resilience and commitment to tradition.

Copy Examples

• •Let there be light! ✨ Experience one of Sweden's most cherished traditions, the Lucia procession, at the Swedish Christmas Fair. A symbol of light and hope in the darkest of winter, this beautiful pageant is a must-see for the whole family. Join us to celebrate light, community, and song. #SwedishChristmasFairTO #LuciaInToronto #SwedishTradition
• •Taste, shop, and celebrate Sweden with us! 🇸🇪 From savory smörgåsbord essentials to sweet saffron buns, handmade crafts, and unique design gifts, the Swedish Christmas Fair has something for everyone. Mark your calendars for November 22-23! Every purchase you make supports Swedish culture and student scholarships. Learn more and plan your visit: [Link to website] #SWEAToronto #TorontoEvents #ChristmasMarket
• •Välkommen! Experience the magic of a traditional Swedish Christmas in the heart of Toronto. Join us for a weekend of festive food, unique gifts, and cherished traditions. The Fair is back November 22-23, 2025!
• •Get Your Glögg! Tickets & Info for the Swedish Christmas Fair Inside. Hej friends! The countdown is on! Can you almost smell the spices from the warm glögg and taste the freshly baked cinnamon buns? We can! We’re thrilled to be back at our new home at George Brown Waterfront Campus and can't wait to share the joy of a Swedish Christmas with you.
• •Beyond the meatballs. Discover the true taste of a Swedish Christmas! Indulge in traditional pastries, stock up on authentic herring, cheeses, and crispbread for your holiday 'julbord'. This isn't just a market; it's a feast of Swedish culture. See you at the fair! #TasteOfSweden #SwedishFood #TorontoFoodies