Blink created a new brand strategy and visual identity for the outdoors brand Lundhags

CLIENT
Lundhags
LOCATION
Sweden
INDUSTRY
Outdoor Lifestyle & Gear
SCOPE
Branding, Identity, Product packaging, Concept Playbook

Opportunity and concept

Lundhags: From Outdoor Boot Company to Iconic Lifestyle Brand

Originally known as a traditional outdoor boot company, Lundhags needed to evolve. Blink's strategic transformation introduced the concept of "Authentic Nordic," blending minimalist Nordic design and craftsmanship with a strong focus on sustainability and outdoor living. This new brand identity propelled Lundhags into the spotlight, placing its products in new, unexpected contexts. Once niche outdoor gear, Lundhags boots began appearing alongside high-fashion brands like Acne and Hope in Sweden’s top fashion magazines. The brand also gained visibility through TV shows, films, catwalks, and influencer collaborations, establishing its status as a global lifestyle icon.

Key Concept Features

Nordic Functionalism: A design philosophy rooted in simplicity, practicality, and functionality, ensuring timeless, high-quality products.

Sustainability: A commitment to environmentally responsible production, from materials to manufacturing, appealing to eco-conscious consumers.

Fashion Integration: Lundhags boots were placed in fashion retail alongside luxury brands, attracting both outdoor enthusiasts and fashion-conscious consumers.

Cultural Relevance: The brand’s authentic Swedish heritage was emphasized, meeting the rising demand for brands with deep cultural roots.

Influencer and Media Visibility: Strategic placements in fashion magazines, TV, and film, along with collaborations with stylists and influencers, significantly expanded the brand’s visibility.

‍

Result and impact

Lundhags successfully transitioned from a traditional outdoor gear company into a highly sought-after lifestyle brand. Today, it represents not only durable outdoor products but also a sustainable, nature-focused way of living. The brand is synonymous with both fashion and functionality, deeply rooted in Swedish traditions. Following its transformation, Lundhags was acquired by the BRAV group, which continues to build on the brand’s legacy.

Discover how

Blink´s comprehensive four-Step approach enabled Lundhags to evolve into a globally recognized lifestyle brand, appealing to a wider audience while staying true to its core values of quality, sustainability, and Swedish heritage.

In-Depth Brand and Market Analysis:
Blink began by thoroughly assessing Lundhags’ market position, heritage, and brand perception. This involved analyzing the rising outdoor lifestyle trend and consumer expectations for brands that combine functionality with style. Blink saw an opportunity to shift Lundhags from a traditional boot company to a lifestyle brand aligned with emerging fashion and sustainability trends, while staying true to its authentic Swedish outdoor roots.

Crafting the Core Brand Idea - “Authentic Nordic”:
The next step was defining Lundhags’ new identity. Blink introduced the "Authentic Nordic" concept, blending minimalist Nordic design with outdoor functionality and a strong commitment to sustainability. This new identity repositioned Lundhags as more than a gear company, transforming it into a timeless lifestyle brand that represents both style and sustainable living, deeply rooted in Nordic culture and craftsmanship.

Design and Creative Development:
Blink developed a cohesive visual identity and product presentation that reflected the "Authentic Nordic" philosophy. This included incorporating Nordic functionalism into product designs that were simple, practical, and timeless. Sustainability played a central role, with eco-friendly practices integrated across all touchpoints, from materials to packaging. Blink positioned Lundhags’ products not just for outdoor enthusiasts but also for fashion-conscious consumers, expanding its appeal through strategic product placements and creative collaborations.

Strategic Media and Influencer Integration:
To further elevate the brand’s visibility, Blink worked to integrate Lundhags into fashion-forward contexts. By partnering with influencers, stylists, and media outlets, Lundhags gained exposure in leading fashion magazines, TV shows, films, and even on the catwalk. This media strategy successfully brought the brand into mainstream fashion, making Lundhags synonymous with both style and sustainability. As a result, Lundhags’ desirability and reputation soared, positioning it as a sought-after brand in both the outdoor and fashion industries.

‍