From the Lagom website: "Lagom is a Swedish word. It describes a feeling when something possesses "perfect balance" or is "just right". We've adopted this word to reflect the very ethos of our desire to capture this magical state. It may be difficult to attain, but when you do, something inside tells you that it is lagom."
The pattern and color choices on their greeting cards and gift wrap is most definitely, "just right". Bright, bold and clean are how I would describe the design available in the Lagom store. The products represent their concept to a tee.