Our tonality

The message is crucial in all communication because it concretely shows who we are and what we want to give our customers.

Tonality, or personality, describes the feelings Lantmännen wants to express and convey in words, images and layouts, regardless of the business operation and market. It is the direct reflection of our values (which are directed inwards) but instead expressed as the recipient’s perception of us.

Tonality in layouts and messages

Tonality rests on three themes – ”Commitment”, ”Insightful” and ”Genuine”. Therefore all our communication must:

  • Exude a warm, vibrant and human impression.
  • Be characterised by light and airiness (with the aid of space and clear areas) 
  • Be soft and personal, light, free and with a glint in the eye.

Below you can read more and obtain support in order to brief an agency or approved communication material.


We want to be perceived as innovative, curious and responsible.

What it is:

  • Creating interest and involving others
  • Always based on our stakeholders'perspective
  • Being accessible and inviting to open dialogue
  • Leading the development forwards by showing concrete examples of long-term responsibility
  • Internally acting with Drive which contributes to our commitment

What it is not:

  • Only conductiong one-way communication
  • Only investing in matters of internal importance
  • Communicating and discussing at a difficult-to-reach level such as, for example, not allowing stakeholders to participate or access the information
  • Following the guidance of others and not taking responsibility ourselves


Being insightful is about doing the right thing for the right recipient. It appears e.g. in design and message adaptions for specific audiences. Adapt the communication according to place and occasion.

What it is:

  • Seeing things in a new way by combining new insights with previous experiences, responsibility and common sense
  • Being knowledgeable in terms of both depth and breadth within the whole chain from field to fork
  • Constantly working to understand consumers and the environment in which they live
  • Acting internally with an overall view and thus finding insightful solutions and opportunities

What it is not:

  • Carrying out individual actions without seeing them in a context based on the whole chain
  • Latching onto new trends and looking too much at how others act without valuing the actual added value
  • Lacking relevant knowledge in sustainable development and responsibly produced food
  • Passively reacting and only acting to external circumstances such as laws and regulations


Has its basis in who we are, where we come from and what we want to be.
What we do is natural and simple.

In the selection of images it concerns natural light and people in their natural environment among other things. When it comes to printed material, we choose uncoated paper and environmentally certified paper.

What it is:

  • Being honest and taking responsibility for our actions
  • Acting with credibility and being transparent about both our strengths and areas where we need to improve
  • Striving for natural ingredients and responsible working methods
  • Acting internally with Openness and transparency

What it is not:

  • Exaggerating good sides and denying those that are less good
  • Displaying a façade that cannot withstand closer examination
  • Takeing marketing actions that are not based on a real interest in the matter
  • That all our ingredients are completely natural in principle even though it leads to e.g. deteriorated quality.