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.

Haglöfs is a brand for those who challenge the elements. For those who resist the weather, defy cold, snow and rain in order to get things done. The result is a brand that doesn’t hide behind beautiful pictures and dreams. Haglöfs show the world like it is, because they trust their gear to always protect you from the elements, no matter how tough they may be.

Function, design and attitude needed to be visible in every expression of the brand. The image concept is therefore honest, raw and straight-to-the-point – the sun doesn’t always shine. The colors are inspired by both the dark, raw Scandinavian nature and the bright signal colors that make you stand out on a mountain. We captured the core of the brand's outdoor heritage while lifting it to new heights. Our goal was to create an identity and a brand that always protects you. After all, you’re up against the elements.

The new identity has just been implemented online and in stores so we are still waiting for results. But with its new position there are no longer any hesitation about who Haglöfs are, and what they stand for.

Why are we obsessing about making ridiculously good outdoor gear, you might ask?

We´re from Scandinavia, so there´s really no other option.

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. 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.