Premium outdoor clothing manufacturer Norrona is fueled by a professional obsession to create durable outdoor apparel originally designed to withstand Norway’s “harsh and rugged land.” Since the company’s founding in 1929, Norrona has etched its place in outdoor gear history through groundbreaking product design, equipment innovations, and a devotion to experimental excellence.
With a legacy of quality already established, but a lack of strong brand association with consumers, Norrona’s dated product packaging presented SmashBrand with a unique opportunity. The company already had distribution in outdoor outlets like REI, but they needed a packaging rebrand to boost visibility and compete with industry leaders like North Face, Marmot, and Columbia. Outdoor enthusiasts know good gear when they see it, and the branding masters at SmashBrand knew we could help Norrona improve brand visibility for their quality products.
To do just that, we complemented recognizable industry packaging concepts with impactful, bold design elements and shifted Norrona’s consumer-facing marketing components to align with well-known brands. Rebranded material boasts the recognizable Norrona logo alongside relevant gear-specific content meant to lead the consumer through the advantages each product offers. Thanks to the SmashBrand touch, the attractive new design elevates Norrona’s shelf presence while providing a level of consumer confidence in the brand as well as the gear.