Brand Tone

The brand tone is currently conflicted between a rustic, nature-focused adventurous feel suggested by its name and a modern, trendy, commercial tone focused on popular sneaker culture from its products. The ideal tone should bridge this gap by associating the feeling of freedom, exploration, and energy (found in nature) with wearing sneakers in any environment, creating a narrative of 'nature in the city' or 'urban exploration'.

Brand Values

• •Variety: Offering a wide selection of popular sneaker models.
• •Accessibility: Positioning itself as an online destination for well-known shoe brands.
• •Commerce: The primary focus is on sales and moving products from major brands.
• •Undeveloped Value: A potential, but currently unrealized, value related to nature and the outdoors, suggested by the brand name.

Best Practices

• •Embrace the Duality: Actively lean into the "Nature in the City" concept. Use imagery that places the modern sneakers in settings that blend urban and natural elements (e.g., a park, a viewpoint overlooking a city, a wooden boardwalk).
• •Develop a "Skogalen" Lexicon: Create a list of words that connect the brand's two identities. Use terms like "explore," "journey," "terrain," "expedition," "navigate," "horizon," and "wild" when describing products and the customer experience.
• •Tell a Story, Don't Just Sell a Product: Frame each shoe not just by its technical features, but by the "adventures" it can enable. Connect the feeling of freedom associated with "Skog" (the forest) to the experience of wearing the shoes.
• •Be Authentic in Social Media: Go beyond just posting product shots. Share content that aligns with the "Skogalen" spirit. This could be user-generated photos of customers on their "adventures" (urban or rural), or posts about beautiful natural spots in Sweden, linking it back to the brand's heritage.
• •Unify the Visual Identity: Ensure that the rustic, natural feel of the brand name is reflected in the website's design elements, fonts, and color palette. This will help bridge the visual gap between the name and the modern products, creating a more cohesive and trustworthy brand image.

Social Perception

The social perception of Skogalen is nascent and precarious. It is flagged by scam analysis websites due to its very recent registration and lack of established reputation. There's a perceived risk for consumers due to its youth and limited online presence beyond its website and basic Facebook page. The brand lacks history, significant social proof, and is largely an unknown entity to the general public.

Copy Examples

• •From the forest path to the city street, your journey needs the right foundation. Skogalen outfits your every step with the best from Adidas, HOKA, and more. Unleash your inner explorer. #Skogalen #UrbanExplorer
• •Engineered for the trail, styled for the city. HOKA gives you the freedom to roam without limits. Find the pair that speaks to your wild side. Your adventure starts at Skogalen.
• •They call it the urban jungle for a reason. Navigate your concrete wilderness with the timeless style and comfort of New Balance. Get your gear at Skogalen and answer the call of the wild, wherever you are.
• •Feel the rush. Inspired by the untamed speed of a forest predator, the Adidas Adizero is built for performance. Whether you're chasing a new personal best or just chasing the horizon, Skogalen is your starting line.
• •Skogalen means 'forest-mad.' It's for those who carry the spirit of the wild in their heart, no matter their surroundings. We believe the best adventures don't require a map—just the right pair of shoes. That's why we curate top performance footwear for your daily explorations.