Clean Grit
Founder, Creative Director & Product OwnerClean Grit is my own brand, created from a simple idea: bike care products should be just as thoughtfully designed as the bikes they're used on.
From product development and packaging to branding, e-commerce, photography and marketing, every part of the business has been designed from scratch.
For me, Clean Grit isn't just a product brand—it's an ongoing experiment in building a modern consumer brand.
The Challenge
Launching a new product is about far more than creating a logo or attractive packaging.
The challenge was to develop a complete brand that riders could trust, while creating products that reflected the same values as the outdoor community they were made for: performance, sustainability and honesty.
Everything—from product formulation to visual communication—needed to work together.
The Solution
I developed the complete brand ecosystem, including product strategy, visual identity, packaging, photography, e-commerce, advertising, social media, product launches and ongoing communication.
The visual language balances technical performance with an authentic outdoor aesthetic, creating a brand that feels equally at home in bike parks, workshops and premium retailers.
As the founder, I also use Clean Grit as a platform to explore AI-assisted workflows, digital marketing, product storytelling and modern brand building in real time.
Åre
Viktor Ohlin filmade, Madeleine Riesel och Johannes Tonelid cyklade en fantastik kväll i Tegefjäll, Åre.
Clean Grit demonstrates what happens when branding isn't added after a product has been developed—but built into every decision from day one.
The project continues to evolve as both a commercial brand and a creative laboratory, allowing new ideas, technologies and workflows to be tested before they are introduced into client work.
