The weather in Scandinavia can be raw, real, and ruthless – and this is Haglöfs’ home turf. They design products for people who challenge the elements, and who need to get things done whatever the circumstances. When approached for a redesign our take was to show our world like it is, honest and straight to the point. The result is a position where there is no hesitation around what Haglöfs is embodying, a brand that will do its utmost to protect you.

Our brief was to create an identity for the Swedish outdoor brand Haglöfs that would match the way they think about their gear—becoming more confident, reliable, and honest.

Everyone dreams of scaling a mountain just as the sun goes up over the horizon, so those are usually the pictures you see in ads. Perfect scenarios that are meant to inspire. But the sun doesn’t always shine. And that’s when we are needed.

We created an identity that doesn’t hide behind beautiful pictures and dreams. Instead, we made it raw, real, and ruthless – just like the elements. Haglöfs is a brand for those who dare to challenge the elements. For those who resist the weather, defy cold, snow and rain in order to get things done, regardless if it's about climbing a mountain or just going to buy milk in unusually harsh weather.