Helly Hansen:

Our brand work began in 2002 but this was the first of the full visual languages produced for Helly Hansen. The marketing team wanted to shift customer understanding of the company, as it made the transition from a technical to a lifestyle brand. Our brief was to appeal to a youth market without alienating the traditional client base. We based our proposals around a story with the working title of “Modern Craft”. Modern Craft simply meant “the best of the old with the best of the new.” It was a response to Helly Hansen’s innovative manufacturing tradition. Graphics included abstract patterns, derived from the construction/weave of textile materials both old and new.

Brand Development -

As part of the visual language we designed a cropped version of the Helly Hansen logotype. This was used on product and in advertising and other communication.

Visual Language -

Graphic from the visual language describing the Modern Craft aesthetic.

Advertising -

Magazine campaign created by Swedish agency Cinco following the visual language guidelines.

Wintersports Labels and Range Typology -

We designed various elements for product and print communication.
Above: Product labels and accompanying range typology.
Below: Advertisement for Lifa base-layer range.

Lifa Advertisement -