The evolution of an iconic Scandinavian sports brand.
The Helly Hansen brand had been through a change in ownership which resulted in many structural and strategic challenges. In this period I worked closely in a team with the Marketing Director evaluating the brand's positioning and alligning this with the brand's heritage and personality. In addition I worked on the evolution of the LIFA baselayer packaging range. The work resulted in a bolder and more effective packaging in-store in addition to creating a new name and packaging for a new multi-use product, One. I also was instrumental in the revitalisation of the life vest and flotation category. These products were a core component of the brand's heritage but had been gradually losing value through retailer discounting. We reaffirmed the category's positioning and created both a new information system and packaging. Made at FRANK.