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Tim Wallis
Grundens are a Swedish company that create specialist apparel and gear for commercial and recreational fishing. Their products allow people to experience the outside world through fishing, and they use their strength as a business to help protect and maintain environments.
Brief
Deliver a strong creative narrative for each collection that meets the business needs of each market segment, establishing a clear point of view on how commercial and recreational fishing palettes interact. Design a new, consolidated neutrals palette.
Design Direction
We are increasingly attracted to the outdoors and our environments, and we’re more aware of our effects on the climate than ever before. The creative narrative and palette was built around this idea. Recreational fishing is blending in, Commercial fishing is standing out.
Recreational fishing’s direction was blending in with our surroundings, using colors inspired by the varied, layered natural colours found in landscapes and around the coast, and our interactions with our environment. The palette is complementary and combines colors from the same tonal range to create depth and visual complexity. They create a subtle, layered, next-generation camouflage.
The Commercial fishing palette is standing out from our environment. Functionally important, but creating a beautiful contrast with the recreational palette, and highlights the technical capabilities of the product at the same time. Introducing more nuanced colors into this palette brings variation and longevity to the collection.
EXPERIENCE
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