In 2019 Stena Line, the Swedish shipping line company, announced the expansion of its Irish Sea fleet with three new ships. Ardmore created a launch campaign that brought the Stena Line brand values of customer care, its Swedish heritage and sustainability to life. Encapsulating this for Stena Line is the term “Lagom”, a Swedish phrase that represents balance (the literal translation is “just the right amount”) and is core to the ethos of the Scandinavian lifestyle.