Haglöfs visual identity

Visual identity

Haglöfs’ story is one of genuine craftsmanship, attention to detail, and dedication to those who spend most of their time outdoors. It all began in 1914 with Wiktor Haglöf in Dalarna, Sweden. In times of hard work in the forests of Dalarna, equipment was often carried long distances, and inspired by the needs he faced, he produced the first Haglöfs backpack. Within 20 years, Haglöfs evolved from that first backpack to a full range of outdoor equipment. Since 1914, the brand has stood for uncompromising dedication to life outdoors. The new identity honors this heritage while boldly projecting a vision for the future.

Client / Manufacturer

Haglöfs

Stockholm, SE

Design

Stockholm Design Lab

Stockholm, SEElsa Kusoffsky, Björn Kusoffsky, Pernilla Ihse, Frans Enmark, Per Carlsson, Johannes Iilahti, Ioannis Sarakasidis, Lukas Lindlöf, Marius Nordström