Brand Development

Agency: Frank.
Design: Oscar Michaelsen, Nick Blimes, Geir S. Lysbakken, Sara Flikkeid, Ida Mortensen, Dorthe Torgersen, Marius Wathne

Strategy Development
Brand Identity
Art Direction
Movie production

Foto: Paul Laukli
Packaging (technical): Hugo
ISPO technical interior: Haptic architects
Movie production: Frode Sandbeck

Refreshing a Nordic outdoor icon

Devold is one of the oldest outdoor brands and they are known for high quality underwear wool clothes since 1853. The brand was in need for being updated for their image in all areas in all communication. Not only to consumer but internal as a company also.

The solution was to work with their brand strategy to make Devold be looked as a more modern brand but still take care of their heritage. The logo was redesigned and a new design manual was created with art direction on images typography and colour palette. A creative concept  was created which inspires people to get out and enjoy nature and nature experiences. Devold wanted to be a brand for quality which lasts for taking care of the nature. The result is a total makeover and it has resulted in a increase for sale and development.

The brand is being associated with «real and quality» has been stronger. A traditional no-cool brand are being replaced with modern and an inspiration for wool and qualities around wool especially Merino wool. Devold is also increasing their product range and has launched outer layer products.