The overall goal and purpose of this project is to create of a set of three patterns that were cohesively together, well aligning with the overall brand identity of Fjallraven. While simultaneously encouraging younger demographics to explore the outside world. The collection with consist of three different patterns that work together to create a story that aligns with the current branding and belief system Fjallraven already has in place. With the project goal in mind, the overarching goal for the business is to generate A profitable sum from the pattern collection while still encouraging young kids to go outside, see the world and smell the roses while they do it! In order to make the goals a reality the patterns should not only be up to date with current fashion and design trends they should represent nature, exploring, plants and more. The patterns should feel cohesive to ensure that people feel like they can get different products in different colors without them clashing.

Through research it was found that the target audience for this project is intended to be young elementary aged children located throughout the world. However it should also be considered that parents of these kids will also be a target market considering they will be the people purchasing and likely will be the one researching possible options. The people drawn to this collection will be people who love bight colorful schemes! They are outdoor lovers and are always look for the next adventure. Spring is their favorite season to walk around because they get to see the new bloom and enjoy the new season that comes with spring.

Each project has a SWOT analysis which consists of the project’s strengths, weaknesses, opportunities, and threats. For this project, the strengths are the strong brand identity Fjallraven has. Because of their ideology and belief they garner a powerful reputation and reach people that have the same views. The weaknesses are the Fjallraven’s kanken bag hit its popularity a couple years ago and with the constant evolution of fashion and design their backpacks have not been on the forefront of people’s minds. The project has many opportunities. One of their biggest opportunities is creating a whole new advertising campaign for the new collect to remind past consumers they are still creating new products with interesting design and target new consumers that may have no idea who they are. Lastly, the threats of the campaign  is competition. While Fjallraven had fallen back in popularity brands like Patagonia, North Face and REI have dominated the market by keeping up to date with trends.

The overall concept for this project is to inspire young children to explore the outdoors while also appreciating the beauty and rebirth that spring bloom gives the world. Spring represents a new chapter and I wanted this project to show that in nature’s perspective and how that perspective can change our own. In terms of audience and cultural references Fruit and flowers are trendy everywhere in design and fashion. Which was perfect to mix them for this project. I also believe that using a combination of fruit, flowers, leaves and vines would be appropriate for children that are just starting to be able to explore the outdoor more independently.While the pattern itself does not include typography, I incorporated type in the sell sheet. I want the type to look whimsical and free flowing like vines on a plant. The body copy is meant to pair well with the display and be readable. The color for the patterns follow the natural way of nature however they are bright and vibrant in order to show new bloom and in season fruit. The background color is meant to be simple to ensure that the pattern is easy to read. The imagery in all three patterns is hand draw in order to convey the naturally occurring imperfections in nature that create uniqueness and beauty. The composition is organic. To once again symbolize nature and how natural imperfections are apart of nature and that is what make it so beautiful. You never know what to expect because each element is beautiful in its own way.