Repositioning Sweden’s most relentlessly researched clothing brand from loud activists to quiet modernists. Bringing a sense of mindful confidence to every touchpoint by finding beauty in simplicity and embracing the self-explanatory. Sorting the brand’s vast amount of production research into an online filing system covering the story, materials, process, cost breakdown, and environmental impact of each product to help customers make informed choices.
Brand identity
Artistic direction
Label system
Signage
Packaging design
Online presentation
Credits
Research and strategy Idle Gaze
E-commerce Grebban
Interior design Profan
Campaign art direction Alter ID
Photography Bennie Julian Gay,Erik Pousette, Yuki Kumagai and Erik Lefvander