Challenge
Fjällräven, the Swedish heritage outdoor brand, was rapidly expanding its retail footprint across North America—growing from niche outfitter to a recognizable lifestyle name. The challenge was twofold: how to adapt a brand known for its rugged, utilitarian roots to meet the expectations of a U.S. audience that increasingly viewed it as a fashion brand, without losing the authenticity that defines its Nordic identity. The task was to strike a balance—honoring Fjällräven’s legacy of function and sustainability while elevating its visual storytelling for a design-minded, luxury-leaning customer.

Solution + Impact
As Lead Graphic Designer for North America, supported Fjällräven’s successful retail expansion across key U.S. markets with a refined, cohesive creative system adaptable to both outdoor and urban contexts, including:

• Designing retail collateral, campaign toolkits, and in-store signage that complemented higher-end shopping environments while preserving the brand’s practical, outdoor DNA.

• Collaborating cross-functionally with marketing, retail, and global brand teams to align creative output with evolving consumer insights and regional strategy.

• Strengthened alignment between global and regional creative teams, setting new standards for future campaign and retail executions worldwide.