Norwegian technology for faster skiing

•

Rottefella, the world’s leading manufacturer of telemark and cross-country ski bindings, wanted to distinguish itself from the competition. Creuna created a new profile and brand strategy for Rottefella that contributed to sales growth and reinforced the company’s brand perception.

Challenge

When consumers buy ski equipment, they have typically paid little attention to bindings – which they simply viewed as part of the ski package. But the fact is that bindings can make a big difference in skiers’ performance. Rottefella therefore aimed to increase awareness and knowledge about bindings in general and Rottefella in particular.

Solutions

Creuna has developed a new logo, visual profile and marketing strategy for Rottefella. Our strategy was to reposition Rottefella’s brand around its Norwegian skiing heritage and extreme commitment to innovation and a thorough understanding of skiing technique.

The new concept that forms the basis of all communication is: “Superior transmission of power from man to ski”. The binding’s key role in transforming the skier's power into speed underpins the slogan: "Powered by you; technology by us”.

Results
The new profile and logo reinforce Rottefella’s position as a world leader in ski bindings and skiing technique, positioning the company as distinct, different and modern. From being a known and loved, but little prioritized Norwegian brand, Rottefella has risen to become synonymous with quality and innovation. Skiers everywhere are more aware that Rottefella has been driving the evolution of skiing technique for many decades.

The new identity was one of the winners of the ReBrand 100 Global awards in 2014 and has also won an Award for Design Excellence from the Norwegian Design Council.

Team at Creuna Norway – visual identity
Lead Designer: Marc Ligeti
Designer: Thor Erik Ramleth
Consultant: Ove Forseth
Senior Consultant: Nina O'Gorman

Team at Creuna Norway – development & implementation
Lead Designer: Marc Ligeti
Designer: Thor Erik Ramleth
Senior Designer: Hans Haugli
Senior Designer: Bjørn Endre Langeland
Project Manager: Anne Kindem

Brand Photos: Pål Laukli, Mattias Fredriksson