fjällräven

the sustainable way forward

Fjällräven: The Sustainable Way Forward

 

Icon Brands partnered with Fjällräven to reimagine their product catalog, transforming it from a traditional product-focused format into a rich, content-driven experience that celebrated Fjällräven’s commitment to sustainability. This project showcased the brand’s innovative practices and deep connection to nature, inspiring readers around the world to embrace sustainability in their outdoor adventures.

 

The new catalog aimed to tell a story - a story of Fjällräven’s journey toward a more sustainable future, highlighting their efforts to minimize environmental impact while creating high-quality gear for explorers. With a blend of compelling storytelling and breathtaking visuals, the catalog became a platform to educate, inspire, and engage a global audience.

 

To bring this vision to life, Icon Brands took on both editorial and visual responsibilities, crafting a cohesive and impactful catalog in seven different languages. We art-directed a stunning photoshoot in the heart of Swedish Lapland, capturing the rugged beauty of nature that serves as the inspiration for Fjällräven’s designs.

 

Key contributions included:

 

Concept Development

  • Creating a strategy to transition from a product-heavy catalog to a content-rich storytelling format, emphasizing Fjällräven’s sustainability journey.

 

Editorial Direction

  • Writing and curating articles that highlighted Fjällräven’s environmental initiatives and their passion for outdoor life.

 

Art Direction

  • Designing a visually captivating layout that reflected the brand’s identity and commitment to preserving nature.

 

Photography

  • Coordinating a photoshoot in Lapland to capture the raw beauty of Sweden’s wilderness and Fjällräven products in their natural element.

 

Content Production

  • Managing the multilingual production process to ensure consistency and quality across seven languages.

 

The result was a catalog that did more than showcase products - it positioned Fjällräven as a leader in sustainable outdoor innovation, building deeper connections with their customers and aligning with the values of today’s conscious consumers.