Haglöfs

The story of Haglöfs is one of genuine craftsmanship, attention to detail, and attending to the needs of people who spend most of their time outdoors. It all started with Wiktor Haglöf in 1914. In times of hard work in the forests of Dalarna, equipment was often carried long distances and inspired by the needs he faced, the first Haglöfs backpack was produced. Within 20 years, they went from that first backpack to innovating and producing a full range of outdoor equipment. and since 1914, Haglöfs has been all about this uncompromising dedication to life outdoors.

Haglöfs approached SDL to craft a distinct and forward-looking brand purpose alongside a refreshed brand platform. This included redefining their visual identity to honor the brand's rich heritage while projecting a bold vision for the future. The project is ongoing, in close collaboration with the Haglöfs brand team, with exciting touchpoints set to launch over the next year. From reimagined retail and digital experiences to