Emma Hagberg Interview
Pond Design's Emma Hagberg on the beauty of multilingual copy, eavesdropping as creative ritual, and why packaging is the most intimate form of copywriting.
Published on
Jul 24, 2025
6
min. read
Where’s your hometown and where do you live currently?
Stockholm, Sweden. Born, raised, and still here!
In a few sentences, describe what you do.
I navigate brand worlds and collect insights—distilling it all into on-pack copy that captures brand personality and emotionally connects with consumers.
My work is a balance between the functional and the emotional—I make the complex understandable and loveable at the same time.
What are the skills that make the biggest difference in your work?
The best lines of copy aren’t always mine to start with. Often, they stem from a colleague’s offhand comment. Keeping one ear to the ground to listen to everyone’s ideas and perspectives is a really important skill.
Bringing in the voices of others into my writing unlocks new ways of putting things, beyond the obvious. Although, I’m definitely guilty of using cliches more often than I’d like to admit.
Can you tell me more about how you became interested in package design? And can you tell us more about what you love about it?
Packaging is the most intimate form of copywriting.
My career is almost as old as Facebook. I started very much in digital, and I think that I’ve unconsciously moved closer to the physical experience and embraced the joy of tactility. Maybe it’s a rebellion to those years I spent working on copy that was doomed to be scrolled past and then vanished forever.
When I worked on my first packaging project, it clicked instantly. I loved the idea of the physical connection—our work is literally in the hands of the consumer.
Packaging can really strengthen people’s bond with a brand through emotional connection—and I think storytelling is the perfect way to get there (not forcing brand messages and claims in their faces). Great on-pack writing creates meaningful connections with audiences—which is something I love doing.
I'd love to hear the origin story of The Bear beer. How did the concept come about?
Honestly? The concept began as a bit of a joke.
Being Åbro Brewery’s newest beer, we had the opportunity to start from a blank canvas. During a brainstorm we were playing with the language quirks that we in Sweden call Swenglish (the accent us Swedes have when speaking English). We were all sharing mistakes we’ve made when speaking English—like saying ”beer” when we mean ”bear”.
We all connected on the idea and had so much fun. But every time we checked in on the project we ended up saying ‘let’s skip the Swenglish concept, it’s just not clear enough’. But somehow it kept sneaking back in…
So, we decided to lean into the fun. We had a lot of discussions, and then we wrote and wrote and wrote until it all came together. A Swenglish beer from Small Land (Småland)—a budget lager that uses humour to unite a whole country.
We’re still not sure everyone understands it, but it’s selling great.
You mentioned your team having a collaborative spirit that’s important to your work, can you tell us more about how collaboration influences your workflow?
Here, at Pond Design, we have design check ins where we just put everything on the table. Unfiltered—the good and the bad. A safe environment where people can say what they think with no judgement. This sharing culture releases the stress of “I have to solve this on my own”—and it infuses new energy and perspectives into our process, and our words! There’s no hierarchy and we have so much more fun, and the result is so much better too.
You’ve been a Copywriter for 15 years—how have you noticed the industry shift in that time? Any trends you’re excited (or wary) about?
I’m excited to see how many brands have embraced the benefits of emotional storytelling, not just the functional. I think that Copywriters overall have that ability to convey the emotion that many brands struggle to find the words for.
I’m worried about how the role is constantly broadened. In today’s job advertisements, copywriters seem to include so many different crafts. It’s difficult to be brilliant at SEO, storytelling, content-writing, PR, reports, layouts and design all at the same time.
There are so many areas within writing, and I believe you’re unlikely to be passionate about all of them—and that passion is what makes a great writer (as well as having a healthy workload).
What’s a piece of feedback that still haunts you?
A government client once said, “It reads like a 5-year-old wrote this”. In their defense, I had no idea what I was doing with bureaucratic text…so they probably weren’t wrong. I guess it’s a good job I’m in packaging design.
What’s a piece of advice that still fuels you?
Just start writing whatever comes to mind, and then delete the first two to three paragraphs. Then rewrite it. It works for me.
What is your favorite and least favorite brand right now? Why?
A new favorite brand is Slate. I love the way they make affordable cars look cool and make you feel smart.
On that note, I don’t love Tesla. What the brand has done for the electrified car evolution is great, but I’m not sure what the brand stands for anymore and I find that disconnect frustrating.
What do you think distinguishes a good brand from a great one?
A great brand does their thing and sticks to it—throughout the experience. It feels real, authentic. No fake claims and no filters.
Do you have rituals for finding inspiration, or do you let it come naturally? And what’s your favorite offline source of inspiration?
I don’t really hunt for inspiration. But I do love to eavesdrop on people’s conversations! And I read, a lot. Half for pleasure, and half for taking mental notes on what’s brilliant, and what’s not (sometimes there’s gold in bad writing—finding what doesn’t work can offer inspiration on how to make writing better).
What’s your favorite way to procrastinate?
Writing stuff down on a post-it, sticking it on my desk and hoping I’ll read it again and have a sudden moment of inspiration. It almost never happens. But the post-its happen all the time.
What about the industry do you wish you knew starting out in your career?
Don’t spend your energy trying to change yourself, or work against people that don’t see the world like you do. Move on. Stay grounded in your values. It’s so much more fun working with something you’re passionate about than trying hard to please everyone around you.
BONUS ROUND
What do you listen to while working?
I match my music to the project I’m working on. Nostalgic? Piano jazz. More energetic? Techno. I probably spend too much time trying to find the right songs, but it puts me in the right writing mode.
What’s your most creatively inspired time of day?
5am, when everything is still possible.
What’s one writing rule you love to break, and one you never do?
I love breaking the rules if there’s a purpose. Misspellings like with The Bear beer can be really effective —and I really enjoy mixing different languages.
If you could ban one copy line/phrase, what would it be?
“New design, same flavor!”
I try so hard to challenge this one, but somehow it keeps coming back. DM me for suggestions, please!
Favorite personal mantra?
Always bring your sunglasses. Sunshine is coming your way.
If you weren’t in this industry, what would you be doing?
A chimney sweeper. Sitting on the rooftops looking across the Stockholm city skyline, and sipping an early morning coffee. It’s definitely not what chimney sweeping actually looks like, but my imagination has turned it into a nice fantasy.
Describe your creative process in three words.
Ups and downs
Emma is a senior copywriter with 15+ years in the industry, specializing in branding, packaging and storytelling. She has a thing for saying a lot with a little — and sometimes for saying a lot until someone says stop, cut, refine. In packaging, though, five words might be all you get. Emma combines strategic thinking with creative writing, always aiming to distil complexity into clear, compelling communication with a hint of personality. She still finds herself thinking, “Can I really crack this?” That bit of uncertainty is what fuels her curiosity. So she dives into every brief wholeheartedly.
Where’s your hometown and where do you live currently?
Stockholm, Sweden. Born, raised, and still here!
In a few sentences, describe what you do.
I navigate brand worlds and collect insights—distilling it all into on-pack copy that captures brand personality and emotionally connects with consumers.
My work is a balance between the functional and the emotional—I make the complex understandable and loveable at the same time.
What are the skills that make the biggest difference in your work?
The best lines of copy aren’t always mine to start with. Often, they stem from a colleague’s offhand comment. Keeping one ear to the ground to listen to everyone’s ideas and perspectives is a really important skill.
Bringing in the voices of others into my writing unlocks new ways of putting things, beyond the obvious. Although, I’m definitely guilty of using cliches more often than I’d like to admit.
Can you tell me more about how you became interested in package design? And can you tell us more about what you love about it?
Packaging is the most intimate form of copywriting.
My career is almost as old as Facebook. I started very much in digital, and I think that I’ve unconsciously moved closer to the physical experience and embraced the joy of tactility. Maybe it’s a rebellion to those years I spent working on copy that was doomed to be scrolled past and then vanished forever.
When I worked on my first packaging project, it clicked instantly. I loved the idea of the physical connection—our work is literally in the hands of the consumer.
Packaging can really strengthen people’s bond with a brand through emotional connection—and I think storytelling is the perfect way to get there (not forcing brand messages and claims in their faces). Great on-pack writing creates meaningful connections with audiences—which is something I love doing.
I'd love to hear the origin story of The Bear beer. How did the concept come about?
Honestly? The concept began as a bit of a joke.
Being Åbro Brewery’s newest beer, we had the opportunity to start from a blank canvas. During a brainstorm we were playing with the language quirks that we in Sweden call Swenglish (the accent us Swedes have when speaking English). We were all sharing mistakes we’ve made when speaking English—like saying ”beer” when we mean ”bear”.
We all connected on the idea and had so much fun. But every time we checked in on the project we ended up saying ‘let’s skip the Swenglish concept, it’s just not clear enough’. But somehow it kept sneaking back in…
So, we decided to lean into the fun. We had a lot of discussions, and then we wrote and wrote and wrote until it all came together. A Swenglish beer from Small Land (Småland)—a budget lager that uses humour to unite a whole country.
We’re still not sure everyone understands it, but it’s selling great.
You mentioned your team having a collaborative spirit that’s important to your work, can you tell us more about how collaboration influences your workflow?
Here, at Pond Design, we have design check ins where we just put everything on the table. Unfiltered—the good and the bad. A safe environment where people can say what they think with no judgement. This sharing culture releases the stress of “I have to solve this on my own”—and it infuses new energy and perspectives into our process, and our words! There’s no hierarchy and we have so much more fun, and the result is so much better too.
You’ve been a Copywriter for 15 years—how have you noticed the industry shift in that time? Any trends you’re excited (or wary) about?
I’m excited to see how many brands have embraced the benefits of emotional storytelling, not just the functional. I think that Copywriters overall have that ability to convey the emotion that many brands struggle to find the words for.
I’m worried about how the role is constantly broadened. In today’s job advertisements, copywriters seem to include so many different crafts. It’s difficult to be brilliant at SEO, storytelling, content-writing, PR, reports, layouts and design all at the same time.
There are so many areas within writing, and I believe you’re unlikely to be passionate about all of them—and that passion is what makes a great writer (as well as having a healthy workload).
What’s a piece of feedback that still haunts you?
A government client once said, “It reads like a 5-year-old wrote this”. In their defense, I had no idea what I was doing with bureaucratic text…so they probably weren’t wrong. I guess it’s a good job I’m in packaging design.
What’s a piece of advice that still fuels you?
Just start writing whatever comes to mind, and then delete the first two to three paragraphs. Then rewrite it. It works for me.
What is your favorite and least favorite brand right now? Why?
A new favorite brand is Slate. I love the way they make affordable cars look cool and make you feel smart.
On that note, I don’t love Tesla. What the brand has done for the electrified car evolution is great, but I’m not sure what the brand stands for anymore and I find that disconnect frustrating.
What do you think distinguishes a good brand from a great one?
A great brand does their thing and sticks to it—throughout the experience. It feels real, authentic. No fake claims and no filters.
Do you have rituals for finding inspiration, or do you let it come naturally? And what’s your favorite offline source of inspiration?
I don’t really hunt for inspiration. But I do love to eavesdrop on people’s conversations! And I read, a lot. Half for pleasure, and half for taking mental notes on what’s brilliant, and what’s not (sometimes there’s gold in bad writing—finding what doesn’t work can offer inspiration on how to make writing better).
What’s your favorite way to procrastinate?
Writing stuff down on a post-it, sticking it on my desk and hoping I’ll read it again and have a sudden moment of inspiration. It almost never happens. But the post-its happen all the time.
What about the industry do you wish you knew starting out in your career?
Don’t spend your energy trying to change yourself, or work against people that don’t see the world like you do. Move on. Stay grounded in your values. It’s so much more fun working with something you’re passionate about than trying hard to please everyone around you.
BONUS ROUND
What do you listen to while working?
I match my music to the project I’m working on. Nostalgic? Piano jazz. More energetic? Techno. I probably spend too much time trying to find the right songs, but it puts me in the right writing mode.
What’s your most creatively inspired time of day?
5am, when everything is still possible.
What’s one writing rule you love to break, and one you never do?
I love breaking the rules if there’s a purpose. Misspellings like with The Bear beer can be really effective —and I really enjoy mixing different languages.
If you could ban one copy line/phrase, what would it be?
“New design, same flavor!”
I try so hard to challenge this one, but somehow it keeps coming back. DM me for suggestions, please!
Favorite personal mantra?
Always bring your sunglasses. Sunshine is coming your way.
If you weren’t in this industry, what would you be doing?
A chimney sweeper. Sitting on the rooftops looking across the Stockholm city skyline, and sipping an early morning coffee. It’s definitely not what chimney sweeping actually looks like, but my imagination has turned it into a nice fantasy.
Describe your creative process in three words.
Ups and downs
Emma is a senior copywriter with 15+ years in the industry, specializing in branding, packaging and storytelling. She has a thing for saying a lot with a little — and sometimes for saying a lot until someone says stop, cut, refine. In packaging, though, five words might be all you get. Emma combines strategic thinking with creative writing, always aiming to distil complexity into clear, compelling communication with a hint of personality. She still finds herself thinking, “Can I really crack this?” That bit of uncertainty is what fuels her curiosity. So she dives into every brief wholeheartedly.
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