About us

The kid that started it all

Our founder story

In 2017, Susanne had a baby daughter with her husband Anders. With their three-year-old son already in daycare, she suddenly needed to label twice as many things — and discovered the unique frustration of trying to find name labels she actually wanted to stick on her kids' belongings. The ones she found were either dated, generic, didn't work, or all three.

So she did what someone with a design background and a stubborn streak would do: she drew her own. The same evening, she and Anders called Jan Christoffer, who joined them as the third founder to handle the financial side. Within a few weeks, the three of them had turned the kitchen-table project into a real business. They printed the first labels in a small studio in Ryen, on the outskirts of Oslo, packed them by hand, and posted them at the local post office.

The kid that started it all is in school now. Her things still come home labeled.

Every label is made by us, in our own shop

Every label we sell is printed here, in our own shop. Our team of twelve does the whole thing: designing, printing, packing, shipping. The printers are on the other side of a glass wall from the office, which means when something goes wrong, like a color that came out off, or a typo we should have caught, we hear about it within minutes, not within a chain of emails.It would be cheaper to outsource. Faster, too. But your kid’s name is not the thing you want to cut corners on. That’s harder to enforce when production is on the other side of a supply chain.

Eight years in, we’re still independent. No outside investors, no parent company, no agency running our marketing. Just the three founders, the team we’ve built around us, and the work.

Susanne still draws every motif by hand

Every dinosaur, every unicorn, every little astronaut you see in our designer started as a sketch in Susanne’s notebook. Eight years in, she still draws every one by hand. New motifs take weeks instead of hours.

The drawings have personality because a person made them.

Just outside Oslo, Norway

Our shop is in a small town just outside Oslo, Norway. The town is too small to be famous, but if you’ve driven the coast road from Oslo toward the airport, you’ve passed within a few miles. We moved here four years ago from our original studio in Ryen. The new place is bigger, with proper space for the printers and the team, and we’re staying.

Being Scandinavian shapes some of what we do. We like clean design. We hold a high standard for the materials we print on. We don’t apologize for being small. But we’re not trying to sell you a “Scandinavian brand”. We’re a label maker that happens to be based here. The kids we make labels for live everywhere.

How we ship worldwide

Outside the US and EU, you buy from Inkeria AS, our Norwegian parent company. Prices are in US dollars, and customer service is in English.

Every label is printed in our shop in Norway and ships with UPS. You’ll see the shipping price and estimated delivery date at checkout. Your local customs authority may charge import duties or taxes, which you pay on delivery, as described in our terms.

We’ve been making name labels for families since 2017. If your order is late or anything goes wrong, you’ll talk to a real person on our customer service team who will make it right.

Stick around.

Have a look at our name labels — our bestseller since 2017. Or browse all our products and see what else we make. Questions? Talk to us. Real people, fast answers, actually helpful.