The Rebranding challenge

Polyver Sweden creates warm, lightweight and waterproof footwear designed to perform in temperatures as low as –40°C.

The challenge was to build a brand that could communicate both technical excellence and a strong connection to Swedish nature while feeling contemporary, inclusive and relevant to a broader international audience.

Through my 4D Branding method, I uncovered that many people were unclear about what the Polyver brand stood for, leading to misleading associations with a tough, hard-edged attitude.

I developed a new positioning centred on timeless quality, warmth and comfort, with a clear promise of products designed to enrich life outdoors. I also brought greater emphasis to the fact that the products are made in Sweden, reinforcing their quality, durability and craftsmanship.

The new brand needed to work across multiple international markets, including the Nordics, Germany, France, the UK, the US and Russia.

The strategic foundation

Using my Dimensional Branding method, I led Polyver through an in-depth positioning process that defined the brand’s direction, personality and visual expression.

The result was a cohesive identity designed to work across every touchpoint, from e-commerce and packaging to product communication, campaign films and physical products.

The name

The name Polyver Sweden became a central part of the repositioning.

“Polyver” combines ideas of polymer and versatility, reflecting the brand’s technical innovation and adaptable products. The addition of “Sweden” strengthens the connection to origin, craftsmanship and quality, rooted in the company’s production in Jämtland.

The visual identity

The new identity was designed to balance advanced performance with natural authenticity.

A soft, earthy colour palette and tactile paper textures create warmth and approachability, while the imagery draws heavily on Swedish landscapes, movement and outdoor life.

The result is a brand world that feels both technically credible and distinctly human.

The logo

The logo combines contemporary typography with a stylised, forward-moving brown bear: a symbol of strength, warmth, endurance and momentum.

A supporting typographic system for headlines and body copy creates consistency across both digital and physical communication.

From identity to application

I was responsible for the positioning, design and art direction of the full visual system, including:

• E-commerce website and UI/UX

• Packaging design

• Product design

• Campaign films

• Product communication

• Print and digital applications

Every element was designed to feel part of the same world: recognisable, functional and unmistakably Scandinavian.

The ambition was for each touchpoint to feel considered enough to stand on its own, while still contributing to one strong and coherent brand experience.

CLI-tech

As part of the rebrand, we also introduced CLI-tech: Comfort, Lightness and Insulation.

This ingredient brand was created as a clear quality marker for Polyver’s core technical strengths, helping customers understand the performance behind the product.

The result

The new identity was met with strong enthusiasm both internally and externally. Following the rebrand, Polyver Sweden achieved record-breaking sales; a clear sign that the new positioning and identity had made a real commercial impact.

Within only two months of launch, Polyver Sweden saw significant growth and a much clearer market position. The rebrand gave the company a stronger foundation for future expansion and turned the relaunch into a clear commercial and creative success.

104% Increase in direct website traffic

419% Increase in brand searches

89% Increase in social media followers

Brand Film Series

For Polyver Sweden’s first brand-building film series, I developed a cinematic concept based on a first-person perspective.

The viewer was placed inside a tent, watching different scenes unfold beyond the canvas as if experiencing the moment themselves. The idea was to create an immersive sense of using Polyver’s products across changing seasons — from crisp autumn landscapes and deep winter snow to springtime adventures.

The films highlighted the versatility and reliability of the footwear throughout the year, positioning Polyver Sweden as a brand made for life outdoors in every season.

Sound played an important role in the concept. Instead of music, the films relied entirely on natural ambience. This created an unexpected moment of calm within otherwise busy digital feeds and strengthened the connection between the brand and the Swedish landscape.

The films were planned from the outset to work across multiple platforms and formats, including social media, websites and other digital channels, while retaining the immediacy of the first-person experience.

The colour grading and visual direction were closely aligned with the identity I had created for Polyver Sweden, ensuring that every frame felt like a natural extension of the wider brand world.

The result was a distinctive and immersive film series that did more than demonstrate the products. It invited the viewer into the experience and reinforced Polyver Sweden as a brand for year-round adventure.

UI/UX and E-commerce

I designed a new website with an integrated e-commerce experience that brought the brand’s technical performance, Swedish origin and visual identity together in one cohesive digital platform.

The challenge was to communicate the benefits of warm, lightweight and waterproof footwear built to perform in temperatures as low as –40°C, while creating an experience that felt inspiring, inclusive and rooted in the Swedish outdoors.

The website was designed to work both as a brand-building platform and as a clear, secure and intuitive online store. I applied the visual identity I had developed for Polyver Sweden across the full digital experience, creating a strong sense of place and a consistent connection to the brand’s origin.

The products were placed at the centre of the experience through clear navigation, strong imagery and accessible product information. Technical features and innovations were translated into simple, engaging content that helped visitors understand the value and performance of the footwear without becoming overwhelmed by technical detail.

The story of Polyver Sweden, including its Swedish production, craftsmanship, quality and sustainability initiatives, was integrated throughout the site to create a stronger emotional and commercial connection with the audience.

The e-commerce flow was designed to be simple, efficient and responsive across devices. Clear product pages, intuitive navigation and a streamlined checkout process made it easy for customers to move from inspiration to purchase.

I also created an editorial guide section designed to support both brand storytelling and organic search. The guides combined useful, inspiring content with SEO-focused copy, which I wrote in English before the content was adapted for the Swedish market.

Within months of launch, Polyver Sweden saw a significant increase in both website traffic and conversions. The new platform successfully communicated the brand’s values and product strengths while delivering a smoother and more effective shopping experience.

The combination of a strong visual identity, clear UX and integrated e-commerce became an important part of Polyver Sweden’s broader commercial success.