Kari Traa - Visual identity for a clothing brand

The Kari Traa clothing brand aims to appeal to sporty girls of all ages who wish to be associated with extreme sports and a sense of adventure. The challenge is

visual identity that can work in many different contexts. A new collection is produced twice a year, and the company’s visual identity must provide support to and develop with coming collections.

The jury’s verdict:
The clothing brand’s visual identity pays tribute to the Kari Traa’s own brand name and her extroverted form of energy. The brand’s identity combines feminine, sporty craziness and humour with the traditional culture of the mountain community of Voss. Use of ornaments and silhouettes evokes associations to traditional, Norwegian rural culture, albeit in a revamped form. In the opinion of the jury, the adopted idiom is trendy, but the basic elements will withstand the test of time. The products contain a large degree of innovation, and the visual identity supports this and promises the buyer something unique from Kari Traa.

Company: Kari Traa AS

Project group company: www.karitraa.comSissel Himle (Export manager), Karine Lunde (Product manager), Karen Misvær (Graphic designer) and Baste Eriksen (Graphic designer)

Design: Haltenbanken AS

Project group design company: www.haltenbanken.comTruls Indrearne (Graphic designer) and Elise Sæle (Graphic designer)

Award / year: Award for Design Excellence - 2007

Category: Graphic design