Swan Vestas is a brand name for the most popular brand of ‘strike-anywhere’ matches currently available in the UK, shorter than regular pocket matches they are particularly popular with smokers and have long used the tagline “the smoker’s match” although this has been replaced by the prefix “the original” on the current packaging.

Swan Vestas matches are manufactured under the House of Swan brand, which is also responsible for making other smoking accessories such as cigarette papers, flints and filter tips. The matches are manufactured by Swedish Match in Sweden using local, sustainably grown aspen.

Info gleaned from Wikipedia