Pressbyrån is no ordinary convenience chain. Founded more than a century ago to distribute newspapers, the brand has always been rooted in journalism. On World Press Freedom Day, it partnered with Reporters Without Borders to send a powerful message – replacing half its logo with real frontline images, gritty reminders of the current state of the world that show the world what “Press” truly means.

The idea by Åkestam Holst NoA ties back to the company’s founding philosophy, its simple unignorable visual statement showing reporters in the line of fire.

The images were captured in collaboration with photographers, Abbas Momani, Jaafar Ashtiyeh, Abed Zagout, and Mohamed Asad.

“It takes courage to put your logo in the line of fire these days. But Pressbyrån is not your average brand around the corner. They stay true to themselves and are not afraid to turn up the volume when necessary. Just take a look around, this is no time for whispering,” stated Joakim Khoury, creative director at Åkestam Holst NoA.

The campaign was launched in parallel with the 2025 Press Freedom Index, from Reporters Without Borders. This year’s report shows a historic low in press freedom and journalist conditions. Among other alarming facts, it’s worth noting that less than 1% of the world’s global population lives in a country with good press freedom.

Find out more about the campaign at https://www.pressbyran.se/pressfrihet/.