Learning Activitiy – Understanding Ideals

In this LA we were supposed to do the following:

Visit a popular store, like an Apple, Nike, Levi, H&M or an Ikea store. The brand should be well-known and you must visit a shop where their products are being displayed or distributed. In smaller towns you may not have access to these stores, in this case you will need to find a section showcasing these items and view how they are displayed or laid out. Before going to the shop, determine the following about their brand identity and, once at the shop, evaluate how they remain true to their brand identity or not. How is the brand identity enhanced (or, perhaps, not expressed) at the point of customer interaction? Hand in a write-up with photos of the following:

  1. What brand identity element are they using in their logo (e.g. abstract mark or word mark)?
  2. What do you think their brand ideal is?
  3. How do they remain true to their brand ideal within their shops?
  4. Evaluate the customer experience according to the brand ideal. (For example, if the brand ideal is “innovation”, do you get a sense of that ideal when you visit the outlet?)
  5. Evaluate the visual display of the products according to the brand ideal. (For example, if the brand ideal is “value”, is this expressed in the way they display the products?)


Since I live in a small town, my options were very limited when it came to finding a popular brand store. However, there is a small sports store where they sell popular outdoor brands, such as Fjellreven, which I chose to be my subject in this assignment.

A. Fjellreven’s logo is a fox together with a word mark:logo-fjellreven

It is very recognisable and it is easy to spot Fjellreven amongst the other brands displayed in the shop. On the outside of the clothes they simply use the fox as a logo. The fox represents the ability to endure extreme outdoor elements.

B. Fjellreven’s mission is “To offer outdoor equipment that allows you to spend more – and more enjoyable – time in nature.” They use eco friendly materials such as the “eco shell” and does have a higher price tag than their competitors, but they produce clothes and accessories that are highly durable and will last for years and years.

C. As mentioned, I didn’t get to see one of their actual stores in person, but I did take some photos inside the sports store where they sell Fjellreven. It was displayed neatly and orderly and easily stood out among the other brands.


D. I can’t say I got much sense of their brand ideal as this was within a sports store and the display of Fjellreven was as most of the other brands. However, Fjellreven’s use of bright colors in their design, and their iconic backpacks stood out and there was easily understandable information about their products, and it was easy to navigate based upon the customers’ needs.

E. The way the products were displayed was as mentioned similar to the way other brands were displayed, however the use of dolls to display their outdoor trousers stood out, and the display of their colorful backpacks was eye catching.



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