Mountaineering brand Jöttnar was named after a mythical race of Norse giants and started by two ex-Royal Marines. It doesn’t get much more macho than that
The name and identity for Jöttnar were created by Cardiff design studio Limegreentangerine. This was to be a premium price, new brand launching into what is a pretty crowded market so had, they say, to have “substance and a point of difference”. The idea for the brand had come to co-founders Tommy Kelly and Steve Howarth while mountaneering in Norway which led Limegreentangerine to look at Norse imagery and references.
In Norse folklore, the Jöttnar were, apparently, fearsome, savage man-eating Frost Giants. Only Thor and his hammer, the Mjölnir, could deal with them. So the studio took the Jöttnar name to represent mountains and the shape of the Mjölnir for the logo.
Found image references for the Mjölnir
The Jöttnar mark uses mirrored Js to form the hammer. “It was crucial that it reduced, reversed out of any colour and embroidered comfortably and with strength in reproduction without losing distinction or form,” the agency say. “Much like a St Christopher’s Cross is worn to ‘protect’ travellers, the aim for the Jöttnar Mjölnir was to become recognised as an enduring emblem of protection amongst the mountaineering fraternity.”
On a wrist strap
Zip pull and jacket
The mark can also be rotated and repated to create a pattern (something of an essential in identity schemes these days) used throughout the brand
Accompanying ‘raw and gritty’ photography features on postcards and catalogues
Kieron Ross also shot this rather beautiful brand film
And here’s the website
A really strong, thorough identity project for people who like to spend their spare time doing this
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