Rebranding an Icelandic Hockey Legacy

Our Roles

Illustration
Branding
Merchandise

Client

Björninn

Description

Björninn, founded in 1990, is one of Iceland’s few hockey teams, known for its fierce spirit and loyal fanbase. We partnered with the club to reimagine their visual identity, design fresh jerseys, and curate merchandise that boosts revenue and strengthens fan engagement.

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The mission

Our mission was to honor Björninn’s tradition while modernizing its look, giving players and fans a renewed sense of pride and setting the team up for a new era of competitiveness — on and off the ice.

Hockey player wearing a Björninn branded hockey jersey in the hockey rink.

IDENTITY

Modernizing the Bear

Our process began with sketching and refining countless iterations of the bear, ensuring the final logo honored tradition while embracing modern design. The result was a bold, streamlined emblem that symbolizes strength, resilience, and confidence — perfectly embodying the team’s spirit.

JERSEYS

Minimal Change, Maximum Impact

We redesigned Björninn’s jerseys with a subtle yet striking update that helps them stand out in Iceland’s small but passionate hockey community. Custom-designed numbers gave each jersey a personal, player-first touch and deepened the connection between the team and its supporters.

MERCH

Gear for Every Fan

To grow the club’s presence off the ice, we developed a merchandise line ranging from cups to hats, appealing to fans of all ages. Each item was crafted to reflect the new brand identity, turning supporters into walking ambassadors for the team.

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