Rottefella was established in 1927 and is one of the world’s leading manufacturers of ski bindings with gigantic market shares internationally, particularly in the Nordic countries. Rottefella produces its world-famous bindings at its factory in Klokkarstua, Hurum.
The challenge
With Rottefella’s new profile we aimed to create a distinctively different look that not only sets Rottefella apart from its competitors, but also grabs attention for ski bindings in their own right. Many regard the binding as just part of a ski package, but our intention was to substantiate that the best bindings can make that crucial difference to skiing performances.
The solution
In the positioning we focused on Rottefella as a specialist, whose production consists exclusively of bindings for cross-country and Telemark skiing, while the competitors have considerably broader product portfolios. We were also eager to draw attention to the fact that Rottefella is a modern Norwegian brand, actually a company that has sprung forth from ski sport’s cradle – “invented in Norway”.
We have focused on the actual binding and its task of transforming strength into speed, and establishing a claim to skiing technique itself. This also resulted in the concept “Powered by you. Technology by us”. We also aimed to abstract to some extent and divert focus away from a totally traditional way of visualizing cross-country skiing and to gain inspiration from other specialized, sport-technical branches of industry.
The results
The new profile will gain Rottefella considerable ground, from being a known and popular but under-prioritized Norwegian brand; into a hallmark of innovation that reminds the skier just who has been one of the most important driving forces behind the development of skiing technique during the last century.