Case Study: Jöttnar achieves a distinctive premium mountaineering brand with Limegreentangerine

Jöttnar grows year-on-year with limegreentangerine

The customer, Jöttnar, is a premium mountaineering clothing brand founded by former Royal Marines. They tasked the vendor, limegreentangerine, with creating a compelling brand identity and narrative to help them compete in a crowded market and clearly differentiate their serious technical gear from more lifestyle-oriented competitors.

limegreentangerine developed a distinctive brand identity rooted in Norse mythology, creating the Mjölnir (Thor's hammer) as a key icon and the "Conquer Giants" tagline. This solution successfully established a fierce reputation for Jöttnar, leading to aggressive year-on-year growth, numerous high-profile accolades, product lines selling out, and the brand being recognized as a leader in its space.

Jöttnar