PROJECT NAME: Dæhlie Identity and Packaging
NAME OF CLIENT: Active Brands
PROJECT COMPLETED BY: WE OSLO and Superblaise
Disciplines: Visual communication, packaging design
Old heroes will be as new
Since 1996, the clothing brand Bjørn Dæhlie has been worn by everyday hikers, fitness enthusiasts, and elite athletes pursuing world championships and Olympic medals. After twenty years of crossing countless miles of trails and ski tracks, gentle mountains, and never-ending plains, the graphic profile needed an update.
Panel remarks
The Bjørn Dæhlie brand has seen significant growth in recent years. A sponsorship agreement with Norway’s national ski team and a new generation of talent meant the time was ripe for the revitalisation and repositioning of the well-known brand.
From the very start, Bjørn Dæhlie’s signature has been a characteristic feature of the graphic style. The new profile shows due deference to history by keeping the B and D as supporting elements.
The new look has become tight, strong, and powerful. Together with more complex visual patterns, the overall look symbolises ascent, be that in the form of pulse, speed, intensity, or topography.
The packaging for the Baselayer series is a smart solution. The slanted lid reinforces the solid branding, while the open window allows the consumer to look and feel the product without removing it from the box. In summary, this is an all-round solid job that assists in renewing and giving new meaning to a popular and treasured brand for today’s generation and those to come.
Project participants
Kristine Lillevik – WE OSLO, creative manager
Camilla Hansteen – WE OSLO, senior designer
Ida Louise Andersen – WE OSLO, designer
Aksel Jermstad – byAksel Photography, photographer
Anniken Fjelberg – Superblaise, consultant