Frida M Thornberg and Nima Pirzadeh — FRIMA

Digital Agency for the Experiences Industry · Stockholm

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At the intersection of branding, storytelling, and hospitality —we help restaurants, bars, and lifestyle destinations create identities that stand the test of time.

Here, we are proud to present a selection of our clients and friends

American Express Prinsen Berns Operakällaren Nobis Stureplansgruppen Bank Hotel Niklas Ekstedt Ricordi Brasseriegruppen Hotel Frantz Sjöstrand Coffee Creative Headz Copperhill Contemporary Wines Foodstock Festival SummerOn Klövern

Miss Clara Blique Jokes Aside Cocktailbar Othilia Slussporten Radisson Collection Hagastrand Hotel J Strand Stockholm Bar Charles Juno K25 Kasai Group Dupond S2 Restauranghall South Ocean Festival Drömmen Festival Rejoice

FRIMA, who?

Batman and Robin. Bonnie and Clyde. Woody and Buzz. Frida and Nima.

We have been working together for 18 years and have one of the country’s broadest repertoires in the experience industry: restaurants, hotels, live entertainment, nightlife, food, beverages, and lifestyle.

FRIMA may not be the world’s best at public procurement, annual reports, and key performance indicators—but few can beat us when it comes to delivering an inspiring Instagram feed, a digital marketing campaign, or a newsletter that captures the joy of life at the pub.

Over the years, we’ve gained valuable experience—through both the highs and the lows. The result? A wealth of lessons, smart formulas for success, and valuable connections that we’re happy to use to help your business thrive.

”Always overdress. People will just assume you are on your way to a better party.”

Partner / Copywriter

Frida M Thornberg

With her writing, she can make a run-down neighborhood restaurant seem like an exclusive members-only bar on the Upper East Side. No one would ever believe she’s had three children in 3.5 years.

frida@frima.se Instagram ↗ Linkedin ↗

”Har du och jag en oskalad banan?”

Partner / Digital Director

Nima Pirzadeh

Digital super-creator. Sweden’s oldest teenager. Works magic with ones and zeros. Weaves through any line like Mohamed Salah. Fills an entire room with his energy, his laughter, and his hair.

nima@frima.se Instagram ↗ Linkedin ↗ X ↗

FRIMA Cases

A selection of what we created.

From idea to launch — we're with you every step of the way.

Kasai Group

Bar Charles

Graphic Design · Launch · PR · Social Media · Web

FRIMA shaped Charles’s visual identity and tone from the ground up—from strategy to menus, from signage to social media. A style that feels just as natural on a drink menu as it does on a building facade.

Read the full case study

Operakällaren

Bar Othilia

Visual Identity · Tone · Photography · Video · Digital Presence

FRIMA has been part of the process from the very beginning and has shaped Bar Othilia’s visual identity and tone—a style that carries on Operakällaren’s legacy but dares to be more playful later in the evening.

Read the full case study

American Express

Dining by Amex

Concept · Loyalty · Brand · Business Development

FRIMA developed the concept and manages it on an ongoing basis as the connecting link between Amex and the restaurant industry. We are responsible for selecting the participating restaurants—about 60 leading restaurants across the country—and for ensuring that the partnership feels just as natural to the restaurant owner as it does to the guest.

Read the full case study

Nobis Restaurant Division

Operahuset

Analysis · Strategy · Visual Identity · Copywriting

In collaboration with FRIMA, we conducted a comprehensive analysis of the business: how are the venue’s brands perceived by guests, event bookers, and partners—and where do the boundaries between them lie? The analysis highlighted the strengths of each individual brand and identified areas where greater clarity was needed.

Read the full case study

Dupond × Mathias Dahlgren

Chambre

Graphic Identity · Brand Strategy · Web · Sales Materials

When the exclusive event planning company Dupond and Mathias Dahlgren wanted to create a unique private dining experience in Stockholm, FRIMA was commissioned to be involved from the very beginning.

Read the full case study

Kasai Group

Kitchin by Kasai

Brand Strategy · Identity · AI-Generated Visual Style · Web

Kasai is one of Stockholm’s most talked-about Japanese dining experiences. When the Kasai Group wanted to reach a wider audience with a more accessible and compact version of the concept, Kitchin by Kasai was born—and FRIMA was commissioned to give it its own identity.

Read the full case study

Brasseriegruppen

Ricordi

Concept · Name · Photo · Launch · Web · Social Media

The project encompassed the entire process: target audience analysis, concept and idea development, and the creation of the name itself. Ricordi — memories — set the tone for a restaurant built around the essence of classic Italian cuisine.

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Brasseriegruppen

No Restrictions – Just Fun!

Concept · Production · Set Design · Marketing

When restrictions were finally lifted after two years of the pandemic, the Brasserie Group wanted to celebrate the freedom to once again gather around food, drinks, and experiences. Out of our love for gastronomy and hospitality, we created the “No Restrictions – Just Fun!” campaign—a tribute to everything we’d missed.

Read the full case study

FRIMA Cases

A selection of what we created.

01 / 08

Kasai Group

Bar Charles

Graphic Design · Launch · PR · Social Media · Web

Read the full case study

Operakällaren

Bar Othilia

Visual Identity · Tone · Photography · Video · Digital Presence

Read the full case study

American Express

Dining by Amex

Concept · Loyalty · Brand · Business Development

Read the full case study

Nobis Restaurant Division

Operahuset

Analysis · Strategy · Visual Identity · Copywriting

Read the full case study

Dupond × Mathias Dahlgren

Chambre

Graphic Identity · Brand Strategy · Web · Sales Materials

When the exclusive event planning company Dupond and Mathias Dahlgren wanted to create a unique private dining experience in Stockholm, FRIMA was commissioned to be involved from the very beginning.

Read the full case study

Kasai Group

Kitchin by Kasai

Brand Strategy · Identity · AI-Generated Visual Style · Web

Read the full case study

Brasseriegruppen

Ricordi

Concept · Name · Photo · Launch · Web · Social Media

Read the full case study

Brasseriegruppen

No Restrictions – Just Fun!

Concept · Production · Set Design · Marketing

Read the full case study

Manifesto

Do you believe in dragons?

They’re a bit of a hassle to deal with, that’s for sure. And that’s not just true in the world of fables. In the communications industry, the big dragons—the full-service agencies—have long sat comfortably on their thrones. Powerful as can be, absolutely.

But—perhaps not as quick on their feet as one might hope.

The winds of change are blowing, and suddenly, as a customer, you find yourself sidelined. Unless, that is, you change your tactics. And instead bring in the new generation of players—those who are quicker in one-on-one situations, sharper in front of the net, and constantly create more scoring opportunities.

We’re talking about boutique agencies. And luckily, we at FRIMA happen to be just that. But for us, it’s not just our size that sets us apart from the big players. When you work with us, you work with us —Frida and Nima. No middlemen, no getting passed around within a larger team. We are FRIMA.

And we’re niche. Through and through. We operate in our own world—food, drinks, restaurants, hotels, entertainment, and experiences. This is where we live—this is what we do best.

A passion for experiences.

We’ve heard that people draw a line between work and leisure. That’s never been our thing. For 18 years, we haven’t just worked together—we’ve lived in a world of food, drink, restaurants, hotels, entertainment, and music. A life where pots and pans have clattered, glasses have been raised in toasts, and music has filled the rooms. We’ve worn out bar stools ourselves, breathed in the atmosphere, felt the pulse, and danced on most of the dance floors.

Along the way, we have built an unparalleled network within Sweden’s experience industry—a platform of contacts, opportunities, and creative minds that enables us to deliver something truly special at every level.

Creating emotions, expectations, and moments. Conveying that sense of excitement. Making people lose themselves in the moment, laugh, fall in love—and dream themselves back to it. For us, this isn’t just a job—it’s the most beautiful thing we know.

What We Do!

Everything a restaurant, hotel, or festival needs.

Strategy & Project Management

Idea and concept development, brand building and strengthening, and campaign strategies. Production and project management.

PR & Events

PR and event production. Planning and execution of events, such as press conferences, openings, parties, and all types of events. Media relations and PR.

Web & Digital Marketing

End-to-end production of websites and digital campaigns: from concept to design, production, technical implementation, and development.

Social Media

FRIMA develops social media strategies, takes over all or part of a client’s social media channels, and plans, executes, and follows up on campaigns—both organic and paid.

Content

Do you need content that gets people excited? With personalized copy, a creative tone, and clear communication, we spark engagement and curiosity among your target audience—whether it’s for websites, newsletters, social media, presentations, or campaigns.

Photos & Videos

Styling and photography for press images, interior shots, product photography, and more. Production of video content, from concept to execution and post-production. Close collaboration with several of Sweden’s best photographers.

FRIMA Memories

Photos, videos, and memories.

We’d love to keep telling you about how we set up Måns Zelmerlöw in an ice rink in Husby to shoot a music video for the official World Cup song. How we developed a brand-new brand for a real estate agency in Spain. Or how we helped with PR and events for one of the coziest hotel openings of all time: the Frantz Hotel in Söder. But we understand that you have other things on your plate as well. So here’s a collection of photos, videos, and memories from a selection of our past projects!