One of Sweden’s biggest outdoor brands is passionate about hiking – and with the its iconic backpack Kånken, it is a brand that has a firm and deep place in the Swedish soul. For the Fall/Winter season of 2015, Fjällräven wanted to find a way of working that was less product-focused – and more clearly infused with inspiration and passion.
ICON Brands created a new communications style and a new tonality for the annual catalogue. It was given a user-friendly structure, more feeling and inspiring storytelling about Fjällräven’s love for hiking, the company’s focused sustainability efforts, and the change-makers who are involved in creating the brand’s unique products. ICON Brands produced the entire catalogue, which was distributed globally in seven different languages, and in all of Fjällräven’s markets.