The two chefs wanted Stylt to create a place perceived as contemporary, yet fun and easy-going with a local vibe. It was simply called ”Fjällpuben” (The Mountain Pub), just as unpretentious as the place itself. This is a cozy hangout where ski bums from the city can rub elbows with locals, professional skiers and wildlife lovers. Creating the graphics as well as the interior design, simplicity and local tradition mixed with playfulness and humour were important keywords. Adding the style of local embroidery enhances the unique image of Fjällpuben, a clear contrast to many other restaurants and bars in Åre. The colours are inspired by the flag of the province Jämtland with its big blue sky, the snow-white mountains and the green forests and meadows.