06
Fjell
A brand refresh and new shop for a fifty-year-old Oslo outerwear maker. We kept the heritage, cut the clutter and rebuilt checkout for the phone.
Client
Fjell AS, Oslo
Role
Brand refresh, online shop, photography direction
Duration
12 weeks
Year
2024
Fifty years of outerwear, sold properly online.
01 Challenge
Fjell’s jackets are sold in 300 outdoor shops, but its own site converted at 0.6% and looked like a catalogue from 2009.
02 Approach
We went back to the 1974 archive, redrew the condensed wordmark and set one rule for photography: real people, real weather, no studio backdrops.
03 Build
A headless storefront with a fit finder, repair booking and a lifetime-warranty flow, plus a brand book for the 300 stockists.
04 Outcome
Online conversion rose to 2.1%, and repair bookings now bring 4,000 jackets a year back to the workshop.
2.1%
conversion, up from 0.6%
4,000
repairs booked a year
300
stockists onboarded
It finally feels like the jackets.
Erik Nordvik, CEO, Fjell