Holebrook is a Swedish brand known for its knitted garments, designed on the west coast of Sweden. Their collections are shaped by the coastal lifestyle – windproof sweaters, soft layers, and timeless silhouettes – made for life by the sea. As the brand grows internationally, there was a need to clarify its identity and define a tone of voice that could unify communication across markets, while anchoring the brand more clearly in its Swedish origin.

Our approach was to bring forward Holebrook’s roots – shaped by shifting seasons, salt air, and rugged weather. Rather than positioning the brand as an outdoor label, we leaned into something more human: clothes for people who enjoy being outdoors – even if sometimes only in thought. The challenge was to balance Holebrook’s functional heritage with a more emotional narrative, one that reflects not just what you wear, but how it feels to pause, breathe, and reconnect.

The result is a refined brand platform that highlights Holebrook’s uniquely Swedish character – closeness to nature, quiet confidence, and understated design. We shaped a communication style that stays true to the brand’s roots while speaking to a global audience. And at the heart of it all: a mindset we called mind in open air – a longing for simplicity, space, and a freer way of thinking.