FJÄLLRÄVEN
Role: Creative Director
Fjällräven has been around for decades and has from the start been one of the top brands working with sustainability. They work with the core value of “Nature does not judge – in the outdoors we are all equal”. However, today we see a nature gap in Sweden. Research shows that people of colour are far less likely to engage in nature-based outdoor recreation activities due to lack of information, equipment and knowledge.
The Challenge
Spark an interest around Fjällräven and outdoor activities for people of colour in Sweden, and leverage this into a conversation driver among communities that have been excluded from the outdoor spaces. A key challenge is to implement an inclusive strategy that is reflected in the brand, both internally and externally.
Insights
There’s a huge nature gap in Sweden and it's reflected in all outdoor communication; from authorities, organisations to brands. People of colour are far less likely to engage in nature-based outdoor recreation activities due to a lack of information, network, equipment and knowledge.
The Solution.
"The Road To Brand Inclusivity" - a strategy book explaining how can Fjällräven reach diversity and inclusion in their brand. To create change they have to work both internally and externally. The developed strategy was based on three phases: creating an advisory board, run internal workshops and create various collaborations.
Apart from the strategy, we provided three creative concepts that could emphasise the strategic steps in external messaging.
Apart from the strategy, we provided three creative concepts that could emphasise the strategic steps in external messaging.
Shout out to: Mikael Ivanov, Sofia Hultin, Matilda Sahlin, Gosia Pawelska, Johan Eriksson, Liban Abshir Mohamed, Mona Hassan.
