Lundhags brand strategy, creative direction, design and film direction

Lundhags has been around since 1932 and is considered one of Swedens finest and most sustainable outdoor brands. So, when asked me to help them develop a new brand strategy that would lead them into the future we we were of course honoured and proud.


When I approach a project like this I always start with learning, learning, learning and learning even more. Learning about Lundhags, their heritage, their present and their potential future. I’m eager to understand their industry. Who are their competitors, potential substitutes and ultimately who are their customers. Once I’ve spent enough time doing this the next step is to develop an overall brand concept. By doing this well everything else easily falls into place.


For this project we developed a brand concept we call Mad about nature. I wrote a manifesto that captures the essence of the Lundhags brand, their heritage, their present but most importantly – where they are heading.


In this project we developed a film called Mad About Nature that communicates the brand essence. Once the manifesto and film was approved I developed a new tonality for photography, new direction for print, digital, social and other communication channels.





Brand Strategy & Creative Direction:

Brand Strategy, Creative Direction: Johan Ronnestam
Copywriter: Johan Ronnestam
Design: Johan Ronnestam
Marketing Manager Lundhags: Caroline Karlström


Film Team:

Written and directed by: Johan Ronnestam
Copywriter: Johan Ronnestam
Editing and sound: Rickard Croy
Photographer: Robin Widenius
Photographer: Eric Lorentz
Photographer: Paulius Neverbickas
Photographer: Mira & Thilda Berglind



Branding, Creative Direction, Design, Film Direction, New, Strategy