Fjallraven is a sustainability-focused company that offers products for students and outdoor enthusiasts. Their range includes backpacks, bags, equipment, and clothing, all designed with an emphasis on environmental responsibility. The primary target demographic for this project is college students aged 17-24.

Founded in 1960, Fjallraven has steadily expanded its reach, championing accessibility and environmental awareness. The brand actively raises awareness about the growing climate crisis while providing products that are both functional and eco-friendly.

As the back-to-school season approached, Fjallraven introduced a new line of backpacks and lifestyle accessories featuring original patterns inspired by the Arctic Fox Initiative. This collection not only promotes environmental sustainability but also establishes a striking visual identity, appealing to the values and aesthetics of their youthful audience.