Every branding project begins with exploration. Before a visual identity takes shape, there’s research, discussion, experimentation and countless iterations that help uncover the strongest creative opportunities.
For our work with Hansen Protection, we explored how a brand known for safety and survival could also express a more contemporary, lifestyle-led appeal without losing the trust it has built over decades.
Our research spanned outdoor, adventure and performance brands, alongside fashion labels that successfully balance function with style. We looked at everything from photography and product presentation to the role heritage plays in creating distinctive, enduring brands.
To ensure the concept remained authentic, we immersed ourselves in Hansen Protection’s Norwegian roots, drawing inspiration from traditional colours, patterns and symbolism. Our initial exploration focused on how the Norwegian flag could be reinterpreted within the identity, blending the brand’s heritage with the weave of the existing logo and the craftsmanship of the garments themselves. The concept used strong vertical forms inspired by the flag to represent strength, flowing lines that reflected the turbulent seas in which Hansen’s products perform, and woven elements that echoed the construction and quality of the fabric.
This exploration naturally evolved into the development of a bespoke identity centred around the rune for Protection—reimagined as a modern mark representing strength, craftsmanship and the protective nature of the brand’s products. The symbol drew together the precision of stitched construction, a strong central pillar and embracing forms that conveyed security while remaining bold enough to sit confidently across technical equipment and lifestyle apparel alike.
Projects like these are a reminder that the value of branding lies as much in the process as the outcome. Every concept is an opportunity to explore, refine and uncover new possibilities.
As the project evolved, the strategic direction shifted to place greater emphasis on Hansen Protection’s long-established reputation for durability, safety and reliability, resulting in a final identity that more closely reflected those core brand attributes. While another creative direction was ultimately taken forward, we’re incredibly proud of the research, craftsmanship and collaborative thinking that shaped this exploration—and of the ideas it inspired along the way.
