Through an historical overview beginning in the nineteenth century and running through the Cold War until the present, the chapter considers whether the Nordic Council of Ministers’ recent push to (re)package Nordic peace as a brand constitutes nothing more than terminological updating in line with contemporary lexical norms or whether it instead suggests potentially significant constitutive changes, in particular with respect to the role ideas of Nordic peace play in conceptions of Nordic self-identity. The chapter charts the emergence of Nordic self-understandings of the developing community as a ‘region of peace’ throughout the nineteenth century, to more projective ideas of Norden as a ‘region for peace’ during the Cold War and during which a discernible Nordic peace ‘brand’ emerged, through to the current period, increasingly characterised as it is by the overt, self-conscious and active ‘branding’ of Nordic peace. The chapter highlights that while Nordic peace has always had instrumentalist and geopolitical aspects to it, from the beginning, it has also had an emotional and affective component. It therefore explores the relationship between these elements and how the affective and emotional component has changed over time. At stake is not only whether ideas of Nordic peace are central to conceptions of Nordic self-identity but also how this relationship has evolved and may be in the process of transforming today.