Riddargatan 1 – a clinic for alcohol and health
A New Approach to Alcohol Health
Around one million people in Sweden drink at levels that may negatively affect their health, yet only a fraction receive treatment – often not until the consequences have become serious.
As part of a major initiative to make alcohol treatment more accessible, Stockholm County Council launched Riddargatan 1 – a clinic for alcohol and health, offering support to people who want to reduce their alcohol consumption or stop drinking altogether.
Client: Riddargatan 1
Deliverables: Brand strategy, naming, visual identity, communication platform, launch concept, direct marketing and communication materials.
Ester was involved from the very beginning, helping to shape the new service and how it would meet the world. We developed the brand platform, naming, visual identity, communication platform and visual guidelines for the clinic’s physical environment, creating a consistent experience across every touchpoint.
The name Riddargatan 1 was deliberately discreet. By using only the clinic’s street address, we created a neutral and anonymous identity that made seeking help feel less exposed.
The visual identity followed the same thinking: clean, fresh and contemporary, moving away from the visual language traditionally associated with addiction treatment. At its centre was a distinctive symbol combining a bottle and a glass to form an exclamation mark – a simple visual reminder to stop, take notice and reflect on your relationship with alcohol.
Building the Brand
Riddargatan 1 was introduced to primary care and occupational health services with a direct-mail campaign built around a simple metaphor: a message in a bottle – a call for help.
The package carried the provocative message:
“Soon, 100 000 Stockholmers will be asking for your help.”
Inside, the launch message introduced the new clinic and its purpose:
“News: Treatment for an untreated public health problem.”
A direct and unexpected way to capture attention and highlight a widespread health issue that too often goes untreated.
The Launch
