CELSIUS SUMMER VIBE
Client — fjällräven
Discipline — Identity / Campaign
Year — 2023
Role — Art Direction / Design
The Brief
Celsius required an eye-catching retail campaign for a promotional sneaker giveaway tied to their summer vibe-launch. The challenge was to translate the vibrant, summer-themed graphics from the beverage can into a high-impact Point-of-Sale (POS) experience that would command attention at Mall of Scandinavia.
The Solution
I adapted the can’s 2D aesthetic into a cohesive physical identity, utilizing the sunset gradients, bold typography, palm tree silhouettes, and floating fruit motifs to build an immersive retail presence. I designed a custom acrylic sneaker display podium to serve as the campaign's centerpiece, pairing it with modular POS cubes, wrapped refrigerators, and large-scale entrance arches to create a unified and engaging brand footprint across the store.
DELIVERABLES
Campaign Identity (Spatial Adaptation & Concept)
Environmental Graphics (Store Arches, Modular POS Cubes)
Physical Assets (Custom Sneaker Podium, Display Casing, Signage)
THE WORK
Selected assets and application
01 — sketch
03 — key visuals
04 — key visuals
04 — monogram
05 — illustrations
07 — beach flags
Credits
Art Direction, Design, Typography — Christofer Sundborg
Photography — Fjällräven