HOJA! RIDE OUT
Client — fjällräven
Discipline — Identity / Campaign
Year — 2025
Role — Art Direction / Design
The Brief
Fjällräven needed to establish their sub-brand, Hoja, as a legitimate gravel cycling authority before a broader public launch. The task was to design the visual identity and event materials for Ride Out Stockholm, crafting an experience that engaged core media while inspiring the wider lifestyle audience.
The Solution
I developed a highly visible, outdoor-optimized visual ecosystem. By balancing Fjällräven’s rugged product functionality with a fun, community-driven aesthetic, the standalone branding integrated seamlessly with their gear. This approach elevated the inaugural test event into a premium, cohesive brand experience.
DELIVERABLES
Event Identity (Logo & Visual Language)
Environmental Graphics (Beach Flags, Tent Banners)
Physical Assets (Rider’s Pass, Stickers, Apparel)
THE WORK
Selected assets and application
01 — badge logo
02 — STOCKHOLM ARCHIPELAGO CAMO
03 — STICKERS
04 — tent banners
05 — rider's pass
06 — rider's pass
07 — beach flags
Credits
Art Direction, Design, Typography — Christofer Sundborg
Photography — Fjällräven