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Brand Positioning and Development

A roadmap for strategic brand transformation and identifying a new authentic brand position, purpose, promise and messaging matrix. Created the Eco-Essentials brand initiative, a platform for sustainable innovation, and new visual identity to attract a contemporary consumer with clear brand voice and purpose.

Breathing New Life into Tretorn Brand Purpose

Portfolio work from Tretorn, as head of marketing and creative director

Case: Strategic Brand Insights and Development, Strategic Direction, Conceptualisation, visual Identity and Activation 

A challenge for Tretorn was that the brand was considered incoherent in distribution and  communication. The brand was perceived differently depending on market and consumer.

And it was held captive by retailers pushing down price points and challenging the brand.

 

Through Consumer Insights and Strategic Workshops we created a new Mission statement, Brand Message and platform for communication with “one-brand-voice” and “one brand message”. The new position was based on values and purpose rather than price and products.

 

The new position was implemented through a road map of activations, visual identity and collaborative campaigns.

 

Driving brand preference and increasing price points.

Transformation roadmap

01

MISSION

STATEMENT

02

BRAND 

MESSAGE

03

BRAND ECO - 

INITIATIVE

04

LOOK BOOK 

TRANSFORMATION

05

GOTO MARKET

STORYTELLING

Brand Mission Statement

01

The Everyday work of building a great brand starts with the brand mission, It's the purpose of why we go to work every day. And it's not about how much money we want to make but what values we share and what value we want to give back to society. 

The Mission Statement acts as a north star and guides the everyday work of building a great brand.

It acts to support the companys long-term vision as a brand and serves to communicate purpose and direction to employees, customers and other stakeholders.

The mission statement symbolises the brands essence through four key pillars.  

  1. To inspire people

  2. To enjoy the everyday outdoor

  3. To be part of something bigger

  4. Help creating a better world

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We Inspire People

to Enjoy Everyday Life Outdoor’s

and Be Part of Creating

a Better World

Inspire People

– We act as a inspirational role model by doing activities that engage and inspire people into taking own actions. This means in all we do we act responsi- bly and inspirationally. We inspire.

Enjoy Everyday Outdoors

– We believe that spending time outdoor is to be enjoyed and that it brings a healthy perspective to life. We believe that the outdoor starts when you open your door and go outside. Whether this is in the city or nature is not up to us to decide.

Be Part of 

– We include everyone to be a part of our journey and travel in the same directions as we are, if they want to. However, we wont force people to be part of our journey, and we wont exclude people who don’t won’t be a part, we will inspire people to make the decision themselves...

Creating a better world

– We believe that the challenges we see today is not challenges carried by a solo brand or a nation. It’s challenges for us as a community and members of this planet. We create possibilities to engage in solutions and activities so we together can create a better world.

Brand Message

02

The Brand Message is the core essence of all brand related identity work. This is what tells who we are and where we come from. It shows the brand heritage and highlights the groundwork for what we produce and offer. 

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Born Out Of

Scandinavian 

Weather

New Tagline / Message: 

Created a tagline and brand message that resonates with the brands heritage from rain and Scandinavia but empowers the future by connecting it with all Scandinavian weather. Cold, rain, wind and a little sun. 

Brand Activation Initiative

03

We decided that the best way to transform and implement the new brand purpose and position, was to create a platform and initiative built on the new values and purpose direction. We wanted to change by showing results so we created the  ECO-ESSENTIALS initiative and activated it with in one-brand-voice for product development, marketing, communication and sales.   

We wanted to show (rather than tell) the consumer that Tretorn was a  trustworthy and authentic brand with a clear purpose. We wanted to show that we shared their values and that we created value to the society rather than “only getting rich”. Values where no longer price for the consumer, it was to have a brand with a clear purpose.   

 

As a way to visualise the Tretorn brand purpose and brand values, we created the Eco Essentials Initiative.  The initiative was communicated through a manifesto and implemented as a platform for sustainable innovation. It had a purpose to inspire and act as a role model for how people can interact with nature and create a more environmental conscious lifestyle.

 

The Eco Essentials initiative is Tretorn strongest engine for growth.

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We Have to Change

How We Interact

With Nature

ECO BELIEF STATEMENT

Created a Eco Belief Statement as a guiding star for the organisation. This isa easy to remember reference on why we did what we did. Key to success is that it was so easy to remember so everyone could use it without feeling uncomfortable.  

ECO PURPOSE STATEMENT 

Instead of highlighting restrictions and guidelines in the sustainability strategy we focused on the purpose, and the future of sustainable innovation.

The  Statement was part of the Eco Manifest which acted as a north star, directing our path and initiatives.

Our Purpose is to be an inspiration and a role model for how people can interact with nature and create a more environmental conscious process

The Initiative was launched through a roadmap of international collaborations and PR. And implemented with development of new categories like Eco, -Sneakers, -bags and -apparel like the SAREK collection. The initiative was established in 2016 and are today considered one of the strongest brand assets.

Read more about the different steps at Tretorn.com

TRETORN X Nigel Cabourn

Tretorn introduced me to Sarek in northern Sweden, one of Europe's last true wilderness areas, which I found very exciting and inspirational. The result is that each item in this collaboration has a sense of the place that inspires it and is made with care and respect to this natural environment underpinned by Tretorn’s credentials through the Eco Essentials initiative,

Nigel Cabourn

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TRETORN X Naturkompaniet

The collaborations with Naturkompaniet sprung from the mutual love of the outdoors and the shared passion for responsible manufacturing and retailing. We teamed up to create a more responsible, low impact rainwear collection, and ended up with a three season long project of circular design thinking and innovation. The result was: The Left Over Project, The Ghost Net Project, The Bio Plant Jacket

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TRETORN X SEA LIFE Trust

The Partnership with SEA LIFE Trust was a Partnership to protect the worlds oceans. It was based on a shared passion for healthy oceans, that is properly protected and full of diverse life. Together we wanted to inspire people to be part of creating a better world and enjoy time spent outdoors.
The partnership was launched at the London aquarium and consisted of jacket, bag and sneaker made from recycled fishing nets and plastic debris from the ocean

TRETORN X OiPolloi

The Partnership with OiPolloi was based on an idea to create bio based, degradable rainwear with a contemporary urban style. The result was the bio jacket, a jacket made out of suger beets, corn starch and thistles with print from soy beans. Styling and photo shoot was done with Oipolloi to set a new standard for urban look.  

LOOK BOOK TRANSFORMATION

04

The more a brand grows as a company – the wider the range becomes,
and the more people that get to know the brand – the more challenging it becomes to build and communicate one brand with one identity and voice. The content strategy with the new look book approach was to consolidate all essential brand stories in a journal with the new visual look and a editorial credibility.

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Look Book Content strategy

The new approach to content was based in editorial credibility where we built a matrix of brand narrativ, eco narrative, functional experiential and product display.​

The new visual identity was created to attract an international contemporary consumer and communicate the new brand mission and message.    

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GO-TO MARKET STORYTELLING

05

To create a strong consumer experience and build brand preference we established a collaborative mindset for goto market storytelling. We built a way on how we worked with international collaborations for R&D projects and then implemented the learnings into main collection development.  

Tretorn X Nigel Cabourn

Tretorn introduced me to Sarek in northern Sweden, one of Europe's last true wilderness areas, which I found very exciting and inspirational. The result is that each item in this collaboration has a sense of the place that inspires it and is made with care and respect to this natural environment underpinned by Tretorn’s credentials through the Eco Essentials initiative,

Nigel Cabourn

Tretorn X SEA LIFE Trust

The Partnership with SEA LIFE Trust was a Partnership to protect the worlds oceans. It was based on a shared passion for healthy oceans, that is properly protected and full of diverse life. Together we wanted to inspire people to be part of creating a better world and enjoy time spent outdoors.
The partnership was launched at the London aquarium and consisted of jacket, bag and sneaker made from recycled fishing nets and plastic debris from the ocean

Tretorn X Naturkompaniet

The collaborations with Naturkompaniet sprung from the mutual love of the outdoors and the shared passion for responsible manufacturing and retailing. We teamed up to create a more responsible, low impact rainwear collection, and ended up with a three season long project of circular design thinking and innovation. The result was: The Left Over Project, The Ghost Net Project, The Bio Plant Jacket