A redesign to match world champions and everyday heroes
Craft Sportswear is a Swedish brand specializing in clothing and gear for endurance sports where performance and comfort are crucial for optimal result. Working closely with elite athletes and constantly developing new materials and technical solutions, Craft offers innovative training and competition apparel and footwear for world champions and everyday heroes.
Our mission was to advance the Craft brand into the future, guided by the client's desire to build an inspiring brand with international appeal. Specifically, the task was to identify the core of the brand and highlight its unique Nordic heritage, and then use these qualities to create global impact in the immediate future and beyond. A process that included both brand- and product strategies as well as concretization and design of these concepts.