Brand Identity and E-commerce Website for Jöttnar

Limegreentangerine created brand strategy, identity and e-commerce work for Jöttnar, a premium technical mountain-clothing brand founded by former Royal Marines. The identity uses Mjölnir, Thor’s hammer, as a symbol of power and protection, paired with the strapline “Conquer Giants.” Its narrative recasts Norse Frost Giants as mountains and Jöttnar’s products as battle-hardy armoury. Product names including Fjorm, Vanir, Alfar and Bergelmir extend the Norse-mythology system.