Mikaela Haage

Lug the things that matter Fjällräven

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Fjällräven

Lug the things that matter

A student project from Explore Sustainability 2025 at Berghs SOC. We helped Fjällräven take social responsibility in a place it normally wouldn't: civil defence and emergency preparedness for young people living alone.

Deliverables
Research & Insights, Product Graphics, Campaign Design, Case Film & Pitch
Duration
3 Weeks
Team
Team of 8
A Fjällräven store employee hands a customer the Preppa din Kånken mat across the counter.

Case film

The challenge

Many young students living alone are not prepared for a crisis.
Our research revealed a gap between the importance of emergency preparedness and how students prioritise it in everyday life.

90%

Aren’t even aware of the
seven-day recommendation *

80%

Don’t know where to
find MSB’s information *

43%

Of homes lack
the basic preparedness *

Research
& insight

Through interviews, surveys and desk research, we found that students often see emergency preparedness as important but too distant from their everyday lives to act on.

Key insight: When information doesn’t feel relevant, it’s easily ignored or forgotten.

The concept

We developed a concept that integrates crisis preparedness information into Fjällräven products, including the Kånken seat pad, jacket lining and glow-in-the-dark stickers.

By placing essential information in familiar products, the concept makes preparedness more accessible and harder to overlook.

Two Kånken seat pads: one with emergency essentials and Sweden’s public warning signals, one with a prepping checklist. The prepping checklist printed inside the lining of a Fjällräven down jacket.

The campaign

To reach younger audiences, we created a campaign concept using humour, irony and familiar language across social media and out-of-home advertising.

“You carry the things that matter.
Don’t throw the important stuff away.”

Billboard reading “Kånken no cap”: a young woman carrying two Kånken backpacks on a stick over her shoulders. A social media post on a phone: a person standing at the window of a dim apartment.

My role

As part of an eight-person team, I contributed to:

  • Research and user interviews
  • Moodboards and visual direction
  • Product graphics, illustrations and copy
  • Scriptwriting and case film production
  • Presenting the concept on stage

Key learning

This project showed me how research can challenge assumptions and how a simple, well-communicated idea can connect a brand with an important societal issue.

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