Fika is a well-known concept in Sweden and neighbouring Scandinavian countries. But in Sydney, Australia, where good friend and proud Swede, Diana Chirilas, had opened a Swedish cafe, some explanation was needed.

I sat down with the team and, over coffee and cinnamon buns, I listened to what Fika meant to them. We talked about childhood memories and grandmother’s baking, making time to catch up with friends – properly – and the huge role Fika plays in day-to-life in Sweden.

The result was a mini-manifesto that encouraged Sydney-siders to take a break and firmly asserted Fika Swedish Kitchen as the go-to destination for catching up with friends.

creative copywriting, Freelance