Fjällräven
Over six seasons, I led the campaign rollout for Fjällräven across fifteen new store openings, balancing premium brand expression with the Swedish heritage of durable, timeless outdoor gear. The objective was to design seasonal campaigns that honored founder Åke Nordin’s legacy of functional design and authenticity, while creating modern, globally resonant touchpoints that introduced Fjällräven’s full product line beyond the iconic Kånken backpack.
Case Study:
Never Feel Cold Again Campaign
Fjällräven wanted to spotlight the Expedition Down Jacket and broader winter product line across global markets. The challenge was to maintain the brand’s premium, heritage-driven identity while creating a cohesive campaign that spanned social media, e-commerce, print, and retail environments. The creative needed to elevate Fjällräven’s reputation beyond the iconic Kånken backpack and position the brand as a leader in durable, technical outdoor apparel for cold-weather trekking.
As lead designer, my task was to position the Expedition Down Jacket as a hero product while weaving Fjällräven’s Down Promise and commitment to sustainably sourced materials into every touchpoint. The campaign needed to balance heritage authenticity with a globally scalable design system that could live seamlessly across social, digital, print, and retail environments.
Strategy & Research
Partnered with the global marketing team to evaluate positioning, ensuring the campaign tied back to Scandinavian trekking culture and the brand’s alpine heritage.
Researched the original Fjällräven expedition where the founder’s desire to “never feel cold again” inspired the down jacket.
Identified storytelling pillars: heritage, warmth, durability, sustainability.
Visual Language Development
From these insights, I developed a visual language rooted in cold alpine landscapes, winter trekking scenes, and the soft light of the Arctic. The imagery paired authentic outdoor settings with archival expedition photography, creating a bridge between heritage and modernity. Classic Fjällräven colors—deep reds, earthy greens, and arctic blues—were integrated throughout the system, directly tying the campaign back to the brand’s most iconic jackets and winter gear. Every design choice reflected the rugged beauty of the northern Swedish alpine while reinforcing the values of craftsmanship and sustainability.
Social Media
On social media, the campaign was designed to tell a story in motion and sequence, rather than as isolated posts. I created carousels and storytelling formats that allowed viewers to move from wide alpine landscapes into product details, mimicking the journey of a trek itself. Archival photography of the original Fjällräven expedition was paired with modern imagery of the Expedition Down Jacket in use, creating a powerful connection between past and present. Each post carried the “Never Feel Cold Again” message forward, while captions emphasized both product performance and the Down Promise. This balance of heritage and sustainability resonated with Fjällräven’s global community, allowing the campaign to perform as both lifestyle storytelling and direct product education.
Web
Designed landing pages and seasonal banners with consistent messaging: “Never Feel Cold Again.”
Balanced hero product photography with lifestyle imagery to immerse the consumer in the story.
Created responsive layouts that carried the same design language across desktop and mobile.
Retail
In retail, the campaign came alive as a fully immersive experience. Window vinyls displayed stark imagery of snowy alpine environments, drawing shoppers into the story of cold-weather durability. Lightbox features highlighted hero products in dramatic, glowing compositions that mimicked the soft light of the Arctic sun. In-store storyboards mixed product benefits with heritage visuals, placing the Expedition Down Jacket within the continuum of Fjällräven’s history while still feeling fresh and modern. Natural textures and tactile displays reminded consumers of the brand’s connection to nature, while the consistent use of imagery, color, and type created an unmistakable link back to the larger global campaign.
Results
Delivered a globally scalable campaign rooted in Scandinavian heritage while resonating with modern outdoor consumers.
Elevated Fjällräven’s identity beyond the Kånken by positioning the Expedition Down Jacket as a timeless product of durability and design.
Reinforced brand values through sustainability storytelling, with the Fjällräven Down Promise as a central message.
Produced a repeatable campaign framework that balanced heritage storytelling with global marketing needs, strengthening brand equity across channels.
Brand Marketing
Design System
& Campaign Elements
Built seasonal design systems that blended Scandinavian minimalism with bold storytelling — clear typography, premium photography, and color palettes tied to outdoor landscapes.
Crafted campaign messaging that elevated product benefits through narrative, such as “Never Feel Cold Again” for the Expedition Down Jacket.
Produced a full suite of assets: window vinyls, lightbox features, seasonal graphics, and in-store mood boards that connected products to their origin stories in Swedish trekking culture.
Product-Focused Storytelling
Positioned the Expedition Down Jacket as a hero product through premium imagery, natural textures, and emotional copy that evoked durability, warmth, and resilience in extreme climates.
Elevated lesser-known but high-value categories — trekking apparel, tents, packs — through storytelling that emphasized craftsmanship and heritage design.
Balanced the global trend appeal of the Kånken with deeper education about Fjällräven’s broader line, reinforcing the brand’s expertise and authenticity.
Omnichannel Integration
Extended the campaigns across Fjällräven’s owned channels: retail, e-commerce, digital ads, and social.
Ensured seasonal design systems could scale globally while leaving flexibility for regional market needs.
Created premium retail experiences that paired natural materials and Swedish storytelling with modern visual merchandising.
Collaborative Storytelling
Partnered with global brand, retail, and merchandising teams to unify campaign tone and execution. Produced design decks and guidelines for international teams, ensuring each market maintained brand integrity while resonating with local audiences.
Strengthened brand equity by elevating Fjällräven’s Swedish heritage and expanding consumer perception beyond the Kånken.
Drove engagement and sales by spotlighting hero products like the Expedition Down Jacket with emotionally compelling campaign narratives.
Established a repeatable campaign blueprint that combined premium tone, product storytelling, and scalable design systems — positioning Fjällräven as both timeless and globally relevant.