Brief

Fjällräven needed to establish their sub-brand, Hoja, as a credible player within the gravel biking community. The mission was to create a complete visual identity and event assets for the Ride Out Stockholm — a gravel event serving as a strategic pilot for future public launches. The challenge lay in creating an experience that resonated with a "core" audience of media and ambassadors while inspiring an "aspiring" lifestyle target group.

Solution

Building on the "Ride out, stay out" philosophy, I developed a visual ecosystem designed for high visibility and tactical utility in the field. The concept centered on a "standalone" event branding that integrated seamlessly with existing Fjällräven equipment. By blending rugged functionality with a playful, community-focused aesthetic, the design transformed a test event into a premium brand experience.

Deliverables

• Event Identity (Logo & Visual Language)

• Environmental Graphics (Beach Flags, Tent Banners)

• Physical Assets (Rider’s Pass, Stickers, Apparel)