Fjellform
Outdoor gear built on Norway’s west coast, sold through a website that looked like a spreadsheet. We gave Fjellform a voice as plain-spoken as its jackets and a shop that works with gloves on.
- Client
- Fjellform
- Year
- 2026
- What we did
- Identity, e-commerce
- Timeline
- 12 weeks, Oslo
The brief
Fjellform makes some of the toughest shells in Scandinavia in a workshop outside Ålesund. Their customers knew it. Nobody else did.
The shop listed 400 products in one long grid, and the brand changed from catalogue to catalogue depending on who designed it that year.
Our answer
Write the brand the way mountain guides talk: short, specific, no adjectives that can’t be tested. Every product page leads with where it was tested and what wore out first.
One yellow, borrowed from the emergency pull tab on their packs, does all the work. The shop sorts by weather, not category, and the buttons are big enough to tap with gloves on.
What Happened Next
The numbers, half a year on.
- online revenue in the first season
- fewer returns once every page said what each jacket is for
- average rating across 2,300 reviews
They spent a week in the workshop before they drew anything. It shows: the brand sounds like us on a good day.
Made By
Ingrid SolbergCreative direction
Tomás AguiarStrategy
Sofie ParkerDesign
Anders HolmEngineering
Inês CarvalhoWords
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