Outdoor & technical apparel

Fjellrom

Global retailer

Created

2025

1 months

of work

Overview

A rebrand for a Nordic outdoor apparel company, shifting from performance gear to a lifestyle identity rooted in Scandinavian nature.

About Project

Fjellrom builds technical apparel for harsh Nordic conditions. As the brand grew beyond expedition gear into everyday outdoor wear, it needed an identity connecting mountain performance with daily life.

We shaped the brand around "open terrain" — a rugged grotesque wordmark, a palette of slate, moss, and glacier blue, and landscape-led photography. The new e-commerce site puts storytelling beside product.

Chellenge

Broadening the brand's appeal to everyday adventurers without diluting the technical credibility that hardcore mountaineers trusted for over a decade.

Client

Fjellrom

Year

2025

Industry

Outdoor & technical apparel

Client Size

Global retailer

Services

Brand identity

Website design

Creative direction

Conclusion

The new identity positioned Fjellrom as a brand for life outdoors, not just expeditions — driving a stronger digital presence and its first international retail partnerships.

live project

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