Devold
Brand Identity / Packaging

Agency: Frank
Client: Devold
Design: Geir Solem Lysbakken / Nick Bilmes / Lee Cartmell
AD Communication: Sara Flikkeid / Ida Mortensen
Packaging product design: Hugo
Photo / Video : Pål Laukli / Rodahl Film
Text: Henning Siewers
Project manager: Karianne Stenby
Consultant: Oscar Michaelsen

Devold is a Norwegian icon, dating back to 1853, and one of the worlds oldest outdoor brands. When positive brand associations, like ‘authentic’ and ‘quality’, were being replaced with ‘dull’ and ‘predictable’ it was time to make a change.

Frank was asked to carry out a complete brand audit and refresh of the strategy, visual identity and communications platform. The result is a more focused and effective identity applied with consistency throughout the brand’s trade, retail and digital channels. In addition a new advertising concept and online content, aimed at making Devold more relevant to younger consumers, was rolled out through film, print and Social Media.

Devold has always been innovative in developing clothes for wool. The identity has been developed to represent a classic brand with a long tradition, while at the same time developing new advanced products using as much wool as possible, and with a minimum use of other fabrics involved.