Robin Backgren

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Fjällräven - Kartlagd

Client -  Fjällräven is a Swedish outdoor brand known for creating functional products that encourage people to spend more time in nature. The assignment was to explore how Fjällräven could inspire a deeper relationship with the outdoors for a new generation of adventurers.

Problem – In Sweden, more than 75% of habitats and nearly half of key species are in poor condition. At the same time, biodiversity remains distant and abstract for many people. More people want to do more than just spend time in nature. They want to understand it, protect it and leave it better than they found it. But there is no simple way to actively contribute while being outdoors, no clear sense that your presence makes a difference, and no accessible way to engage with nature data.

Idea – Instead of making nature something people only pass through, we turned it into something they could help map and protect. With “Kartlagd”, a platform powered by AI image recognition and data from ArtDatabanken, adventurers can identify species, learn about them and contribute to a live map of Sweden’s flora and fauna. Each observation becomes part of a larger picture that can support both the outdoor community and conservation efforts, transforming time spent in nature into something that actively helps protect it.

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