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Norra Outdoor – rebranding

Norra Outdoor is a Swedish independent outdoor brand founded by Jacob von Matern. Norra wants to target anyone nature-curious and offers Scandinavian sustainable products. But the current graphic identity is quite generic and only attracts experienced outdoor folks.


“Svemester” is a new Swedish word that means visiting your home country on your vacation, it’s the new sustainable way to travel. I have rebranded Norra to position them as the brand to go to when traveling in Sweden. With this new identity, Norra will communicate sustainability in a completely new way – hyping up the Swedish tourist attractions we all take for granted and making them the place to be. Because sustainability is not only in how the products are made, but also in how they are used.



Norra Outdoor

Role in project

Art direction, individual project