Rebel Walls prints made-to-measure murals on non-woven paper, on demand, in Sweden.

Rebel Walls is a lesson in a substrate plus a format as the identity. A Swedish wallpaper house, it prints murals — single, non-repeating images sized to the exact wall — on a non-woven, paste-the-wall substrate, made to order rather than held in stock. A wallpaper, printed as one image for one wall.

Its identity is the non-woven mural. Rebel Walls’ made-to-measure, non-woven, printed-in-Sweden murals are the work it is known for. A material and a method, made a signature. A house that prints your wall to fit.

(Honest notes, so the story stays precise. Rebel Walls was founded in 2012 in Borås by Christofer and Irene Gimmersta, from a third-generation wallpaper family, and belongs to the Gimmersta Wallpaper Company — a group that also owns Sandberg, Happywall, Hovia and Bien Fait, with a minority investor since 2024. One accuracy note: this group is separate from Boråstapeter, which belongs to the Embellence group — both trace to Borås but are different companies. Its murals are genuinely printed on demand at its own studio and print facility in Sweden, on a non-woven substrate with a proprietary matte finish. Its mural designs are its IP, described but never reproduced, and there is no official brand hex — these tones are an unofficial interpretation. This is design commentary and does not promote any product.)

Rebel Walls lives in a mural-teal palette. Click a swatch to copy the hex.

Rebel Walls’ identity is fresh, modern and Swedish — a mural teal, an ink, a sand, an amber, and a chalk. The palette leans mural teal and amber: the register of a fresh, image-led maker. It signals contemporary and craft over convention. The honest caveat: with no published brand hex, these values are an original, unofficial interpretation, not first-party colours.

The lesson is a mural-teal palette signals a fresh, modern identity. Rebel Walls’ world is a non-woven, made-to-measure, Swedish object. For designers, it is a reminder that a fresh teal and a warm amber can carry a brand built on a substrate and a format — the teal of a modern mural and the amber of a warm accent. Because these tones can fail as small text, keep type dark and let the colour live in the accents, palette and band. The takeaways: print on demand; size it to the wall; make it in Sweden; and treat any single hex as unofficial.

The register is a modern sans — clean, fresh, confident.

Rebel Walls’ identity carries a clean, fresh, confident spirit — a contemporary object, not a traditional one. A modern sans captures the mood: even, quirky and current, the register of a made-to-measure mural house. Set in a mural-teal palette, the modern sans feels clean and fresh — exactly the personality Rebel Walls carries. It is confident rather than fussy, mirroring a single, wall-sized image. (Rebel Walls’ real designs and wordmark are things we describe but do not reproduce, and the exact typeface is not ours to use.) Because it is not ours to use, the honest description is “a modern-sans spirit,” shown here in a stand-in. The type behaves like the maker: clean, fresh and confident.

Rebel Walls stands for the non-woven mural.

Rebel Walls is a lesson in making a substrate and a format the identity. A mural-teal palette, a modern sans and made-to-measure murals make one material and one method the whole maker — fresh, modern and Swedish. The pairing is the differentiator. The differentiator is a genuine model — printing a single non-repeating image, on non-woven paper, to the exact size of the wall, on demand in Sweden.

Put to work, the identity is a substrate and a format as design. A maker building in this spirit would choose a material suited to its method, print only what is ordered, and make close to home, so the customer buys into a made-to-measure object rather than stock rolls. It would treat the whole wall as one image, so that a mural is composed, not tiled. It would be honest about its group and its Borås peers. The lesson Rebel Walls teaches is that a substrate and a format can build a brand: the non-woven suits the mural, and the Swedish making gives it substance. The pairing is the personality, and the making is the proof.

For designers and brand-builders, Rebel Walls offers a clear takeaway: match the material to the method. The lessons: print on demand; size to the wall; make in Sweden; and be accurate about ownership. It is also a reminder to stay precise: Rebel Walls is a Swedish house founded in 2012 in Borås by Christofer and Irene Gimmersta, within the Gimmersta Wallpaper Company, printing made-to-measure non-woven murals — with the palette here an unofficial interpretation. Rebel Walls made the non-woven mural the maker — proof that a substrate and a format can be the difference.

Keep Rebel Walls’s identity on hand — save it to a board in the Made Good inspiration library.