Fjällräven
Case study
Expanding an Icon Without Diluting It
Reimagining a heritage outdoor brand for the digital shelf
services
Marketplace Brand Strategy
Brand Store Design
Digital Retail Experience
Visual System Execution
Ongoing Seasonal Refreshing
Few brands occupy the cultural space that Fjällräven does. Founded in Sweden in 1960, the brand is synonymous with durability, restraint, and thoughtful design — a philosophy rooted in Scandinavian utility and deep respect for nature. For decades, Fjällräven has built trust through product integrity rather than trend, becoming a staple for outdoor enthusiasts and everyday urban explorers alike.
Yet with that recognition came a modern challenge.
In the U.S. market especially, Fjällräven had become widely associated with a single product: the Kånken backpack. While iconic, its cultural ubiquity risked narrowing perception of a brand whose portfolio extends far beyond one silhouette. The opportunity was not to move away from Kånken — but to place it in context — reframing Fjällräven as a complete lifestyle outdoor company while honoring the product that introduced so many consumers to the brand.
Brand3P partnered with Indigo to help bring this vision to life on Amazon — a platform where structure, clarity, and brand discipline matter as much as creativity. Working in close collaboration with Fjällräven’s U.S. corporate team, our role was to translate the brand’s exacting global guidelines into a compelling digital retail experience — without compromise.
This was not a light lift.
Fjällräven’s Swedish headquarters maintains strict standards around brand expression, and for good reason. Every color, grid, typographic choice, and compositional decision carries meaning. Early conversations reflected understandable caution: how could innovation exist within such tight parameters, especially on a marketplace like Amazon, where visual noise is the norm?
The answer was restraint and precision.
The digital Kånken wall
One of Fjällräven’s most recognizable in-store moments is the Kånken wall: rows of backpacks arranged by color, forming a striking visual spectrum that communicates both choice and cohesion. Rather than reinventing this experience, Indigo and Brand3P sought to translate it — recreating the Kånken wall digitally within Fjällräven’s Amazon Brand Store.
The result was an immersive, exclusive shopping environment that felt instantly familiar to fans of the brand, while elevating the digital experience beyond a traditional product grid. The Kånken assortment was celebrated — not isolated — framed as part of a broader ecosystem that included apparel, accessories, and gear designed for life outdoors.
Throughout the process, Indigo operated as a steward of the brand. Every execution adhered closely to Fjällräven’s global guidelines, while carefully introducing ideas that pushed the experience forward without breaking trust. Where new approaches were proposed, they were grounded in the brand’s own logic — not trend, not platform convention.
Those ideas were not only approved — they were adopted.
Following the launch of the Fjällräven Brand Store, it was noted that partner vendors supporting the brand on Amazon saw significant increases in orders — a signal that the experience wasn’t just visually compelling, but commercially effective. More importantly, the store succeeded in reframing how consumers encountered Fjällräven online: not as a single-product brand, but as a complete outdoor lifestyle system.
For Indigo, the work reinforced a core belief: that the strongest brands don’t need to be loosened to grow — they need to be understood deeply enough to evolve with integrity.