Houdini Sportswear
Building a brand designed to last.
Houdini Sportswear wasn't just another outdoor brand. It challenged the industry's conventions by combining technical performance with timeless design and a strong commitment to sustainability.
I was part of the team that helped shape the brand from its early years, contributing to its visual identity, communication, packaging, photography and retail experience as it grew from a small Stockholm basement company into an internationally recognised outdoor brand.
The Challenge
Outdoor brands often rely on short product cycles and seasonal campaigns. Houdini took a different path.
The challenge was to create a brand that reflected the same values as the products themselves: functional, honest, long-lasting and thoughtfully designed. Every touchpoint—from product packaging to store communication—needed to reinforce that philosophy. The existing case highlights this through multifunctional packaging, care labels and a clean visual language.
The Solution
We developed a visual identity that was deliberately restrained, allowing the products and their craftsmanship to take centre stage.
The work extended far beyond logos and advertising. We created a complete brand system including product communication, retail material, packaging, photography, printed collateral and visual guidelines.
Packaging was designed to have a second life, becoming gift wrapping or reusable storage rather than waste. Care labels became another communication channel, encouraging customers to care for their garments instead of replacing them. Even the photographic style broke with industry norms by featuring friends and employees instead of professional models, creating a more authentic and relatable expression.
“A brand is only successful when the people inside the company can use it without designers being involved every day.”
The Outcome
The design system was intentionally simple and practical, enabling Houdini's internal team to continue producing communication while maintaining a consistent visual identity. Years later, the brand still carries the same clarity, restraint and functionality that defined its early development.