Fjällräven:
Turning Graffiti into a Canvas for Brand Awareness
Fjällräven Launches in Bulgaria with Creative Graffiti Campaign
Fjällräven | CHALLENGE
Fjällräven, founded in 1960 in Örnsköldsvik, Sweden, is globally recognized for its functional, timeless, and durable outdoor equipment. As the brand entered the Bulgarian market in spring 2019, it faced three key challenges. First, to raise brand awareness among local consumers despite the difficulty of pronouncing its name. Second, to establish a clear association between the brand and its core values — nature, outdoor living, and environmental responsibility. And third, to promote the limited-edition KÅNKEN ART collection, designed in collaboration with Swedish artists. The task required a creative, localized approach to make the brand feel both present and relevant in a new cultural landscape.
Fjällräven | SOLUTION
To meet all three objectives, United Partners designed a two-stage communications campaign centered around creative, out-of-home advertising. Graffiti art became the primary medium — chosen for its visibility, cultural resonance, and artistic power. We created a series of unique graffiti projects across Sofia, each inspired by Fjällräven’s identity, the arctic fox logo, and the great outdoors. Some artworks focused on the symbolic fox and nature motifs, while others highlighted the KÅNKEN ART collection under the campaign slogan “Nature is waiting.” These visuals were supported by influencer-led social media activations and a full media push. The campaign aimed to build familiarity with the brand’s name and values while fostering organic engagement and public curiosity.
Fjällräven | RESULTS
The first stage of the campaign featured three hidden graffiti artworks across Sofia, supported by a social media scavenger hunt and influencer collaborations. This phase alone reached 56,000 people through non-paid traditional media and 388,000 people through combined social media content. Over 12,700 users engaged with the campaign’s social content, and hundreds took to the streets to find the graffiti installations in person. Two of the artworks still remain visible today, treated as permanent street art pieces by the public. The second stage featured a large 50-square-meter mural on a school wall, promoted through a “making-of” documentary and supported by widespread media outreach. The mural continues to generate daily impressions and long-term brand visibility. The campaign successfully established Fjällräven as a recognizable, value-driven brand in Bulgaria with a powerful and artistic local presence.
Fjällräven | CONCLUSION
By combining bold visuals with public engagement and cultural relevance, United Partners helped Fjällräven go from unfamiliar to unforgettable. The graffiti-based campaign not only raised awareness and sparked conversations, it also connected a global brand with local communities in a way that felt meaningful, organic, and lasting.
