Bringing a heritage brand into the modern age with Fjällräven

I lucked out with this one. Fenix Outdoor Imports (the parent brand for Fjällräven) had recently established their American headquarters in Boulder, CO. I was brought on as the brand’s only graphic designer and industrial designer in the U.S. And thus began one hell of a ride!

The design for this heritage brand was somewhat established but went through a full brand refresh that included logo updates, signage, advertising, social media, marketing materials, trade show booths, photography, and more. As a new graduate, I dove into the project wanting to soak up all the knowledge I could. And I think it turned out pretty good.