Squeeze, a Norwegian massage chain, has revolutionised the massage industry by focusing on affordable drop-in sessions on the go. The solution is convenient, simple, and effective, providing stress relief at your fingertips. Life is hard, Squeeze is a friendly, comfortable, and soft escape. Feeling the pressure? Give it a squeeze. Strategic Locations: Squeeze strategically positions its massage centres where people need immediate stress release—airports, coworking spaces, and city streets. Modern salons, friendly staff, efficient scheduling at low prices—Squeeze offers a sanctuary to organise your therapy efficiently. With a membership, you can even choose your therapist. Squeeze time, squeeze cost, squeeze your worries away. Market Positioning: Squeeze bridges the divide by identifying a market gap between expensive luxury clinics and more budget-friendly yet less professional massage parlours. Leveraging digital solutions for quick and efficient bookings, Squeeze has rapidly become a household name in Norway for physical well-being. Soft Human Touch: Squeeze’s visual identity draws inspiration from soft, human forms. The ’S’ in the logo is playfully squeezed, reflecting a gentle and friendly touch. Humour and approachability are key elements in communication and imagery, humanising both the clinics and the brand, making them more relatable and approachable. Friendly and Approachable: Humour and a lighthearted approach to communication and visual style contribute to the brand’s accessibility. By incorporating these elements, Squeeze has successfully made its clinics and services more down-to-earth, resonating with a broader audience. Dynamic Palette: The dynamic colour palette takes cues from skin tones, creating a warm and human-centric identity. The chosen colours evoke a sense of comfort and friendliness, reinforcing the brand’s commitment to providing a welcoming and enjoyable experience. Typography: Squeeze employs a rounded grotesque typeface known for its friendly and warm characteristics. This choice in typography aligns with the brand’s identity, conveying a sense of approachability and warmth. Communication Style: The brand’s communication is characterised by humour, simplicity, and positivity. Squeeze has crafted a fun narrative, ensuring its messaging resonates positively with the audience. This approach differentiates the brand and establishes a memorable and engaging connection with customers. Squeeze’s visual branding is a testament to the brand’s commitment to creating an effective but also friendly, comfortable, and soft environment—a true reflection of the brand’s ethos. Conclusion: Squeeze is not just a massage; it’s a lifestyle choice. Transforming the perception of massages from a luxury to a necessity, Squeeze stands out as a brand that understands the pulse of modern life—fast-paced, demanding, and in need of an instant escape. The brand journey of Squeeze showcases how simplicity, accessibility, and a touch of comfort can redefine an entire industry.