Creuna Norway has made a new visual profile for one of the best-known brands in skiing, Rottefella. The new profile will move Rottefella from being a known, beloved, but non-priority Norwegian brand to being an innovator in Norwegian skiing. Following a competition between agencies in June 2009, Rottefella chose Creuna as its new brand-building and communication agency.
The new profile was launched for the industry and business partners at IPSO in Munich (the world’s largest sports trade fair) in February. The profile is to be launched for consumers during 2010.
The aim of Rottefella’s new profile is to create a distinctive and different expression that draws attention to the ski binding itself. Many people think of bindings as simply a part of a ready-made ski equipment set, but Creuna wanted to highlight that the best bindings can make a big difference in skiing performance.
Creuna wanted to position Rottefella as a specialist, producing only bindings for cross-country and telemark. In addition, it was important to promote Rottefella as a modern Norwegian brand. The focus has been placed on the binding itself and its task to transform power into speed, and on establishing ownership to the skiing technique itself.
The form of the logo reflects skis and the mountain landscape, and give an impression of speed, innovation and technical expertise. Few, but strong design elements contribute to making the profile simple to use and recognizable, but also dynamic and flexible. The graphic elements are inspired by traditional Norwegian patterns, mountains, ski tracks and snow crystals in a modern form. As background pictures for product presentation, typical Norwegian materials such as wood and stone structure are used.
Read more at www.rottefella.no or www.creuna.com