When life changes, the home needs to adapt, and IKEA has solutions for those new needs. This is what we focused on in the brand concept Wherever Life Goes. Instead of highlighting IKEA’s products, we focused on another equally iconic brand asset: the price tag. By stripping everything else away, even the products themselves, we turned the price tag into a storytelling tool. Highlighting that IKEA is there to support you when life changes, wherever life goes.