Once Upon

Once Upon, custom photo books from your phone

Once Upon is a Swedish publishing company specializing in the creation of custom photo books through a mobile app. Its approach focuses on turning everyday memories into high-quality printed albums with Scandinavian design, a process the company describes as simple and fast: the user selects their images and the app can fill the book automatically.

Origins and expansion of the company

The company was founded in Skellefteå, a town in northern Sweden, based on a personal experience of its founder, Lina Andersson. After realizing that her third child, Sally, didn't have a single photo album despite accumulating memories on her phone, she decided to create a more accessible tool than those available. In autumn 2016, the Once Upon app was launched.

Since then, the company has grown beyond its hometown. It currently has offices in the Swedish cities of Skellefteå, Piteå, Umeå, and Stockholm, and its products are distributed worldwide. To connect with users, the company localizes the app and its communications in several languages, and to reduce environmental impact, it prints locally in Sweden, Germany, the Netherlands, Australia, the United States, and the United Kingdom.

Photo book formats and types

Once Upon's catalog covers a wide variety of themed books designed for different occasions and recipients. Among the available categories are year books, baby books, travel books, kids' drawing books, wedding books, coffee table books, and recipe books.

The offering is also organized by celebrations and gifts: Christmas, Father's Day, Mother's Day, anniversaries, Valentine's Day, graduations, and birthdays, with options aimed at grandparents, parents, siblings, partners, children, friends, and other recipients. The company offers three different book formats, four timeless fonts, and a full bleed cover option. It also lets you choose the cover style, use pre-made layouts and designs, include print collections, and add a message on both the front and the back.

The creation process step by step

The app guides the user through four stages. In the first, you choose the size, cover type — hardcover or softcover — and paper, and decide whether you want the app to fill the book automatically or prefer to start from a blank page. In the second, you select the photos using an image picker that makes it easy to rediscover old memories. In the third, you design the cover by choosing an image, adding a title, and trying the change layout feature. Finally, you place the order, with the option to modify the format and paper type in the basket.

The company accepts various payment methods, including Visa, Mastercard, Amex, Diners, Apple Pay, and Google Pay.

Printing, delivery times, and satisfaction guarantee

Once Upon states that its prints are high quality at a low price, and that orders are delivered within 5 to 7 business days. The company has a customer satisfaction guarantee and says that if the product doesn't fully satisfy you, it invites you to get in touch to find a solution, always keeping the planet in mind. Customer service responds within 24 hours.

The company is certified as a B Corp, a recognition of its commitment to responsible business practices.

Commitment to inclusion and sustainability

Once Upon expresses its commitment to a more inclusive and respectful world through how it works, communicates, and collaborates. The company believes that everyone deserves to feel valued and able to be themselves, and extends this commitment to employees, teams, customers, partners, and communities. It recognizes that inequity and bias exist, and is committed to learning, improving, and holding itself accountable over time.

The company also states its purpose of helping people redefine what gives meaning to a full life, by making it easier to preserve significant everyday moments. It believes that these moments, even if they seem insignificant, can strengthen self-esteem and deepen personal relationships.

Presence and recognition

Once Upon has been featured in media such as TechRadar, which published a review of its books. The company sells its products through its iOS, Android, and web app, and operates under the legal name Once Upon Publishing AB, with its registered address at Storgatan 41 C, 931 32 Skellefteå, Sweden.

Location and contact

Storgatan 41 C, 931 32 Skellefteå, Sweden · Email: hello@onceupon.se