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.
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.