A Fashion Experience
Johnells is a Swedish multi-brand fashion retailer that has been in the business since 1893. With six physical stores located around central Sweden, along with their online shop, they offer a carefully hand-picked selection of premium fashion brands such as Gant, Hugo Boss, Parajumpers, Moose Knuckles, Stone Island, and many more.
We started our journey together with Johnells in 2015, when they asked for our help in redefining their brand, message, and style. A work that has since then included everything from a new brand identity and re-design of the store interiors to multiple campaign concepts.
In 2022, the Johnells brand had outgrown their old clothes and had new challenges to face, and the time had come for a brand redesign. We developed a new visual language and toolkit, and along with new strategic insights, we gave them a new communication concept, tagline, and message – A Fashion Experience. Giving the Johnells brand a stronger voice to be heard for many years to come.