Our new identity

After 12 years in business, we felt it was time for a new visual appearance of our brand.

What started in 2001 as a mission for providing friends with durable, smart looking and functional garments, Elvine has grown up to an international clothing brand with a wide network of resellers. As a natural step of this development, we set out to update our visual identity.

Working with design and development studio Lundgren+Linqdqvist, we have gone through a thorough evaluation leading up to the new identity, a work still very much in progress. Some components of the work can be seen already; such as our new website and online shop along with printed collateral such as our A/W 13 lookbooks and collection books.

"Reworking the Elvine identity has meant truly getting to know the people behind the brand. Elvine is personal. The brand is the property not only of its owners and employes, but of the extended network of friends, people buying the clothes and ultimately - the inhabitants of the urban landscape" — Andreas Friberg Lundgren, Partner and Design Director at Lundgren+Lindqvist

A key component in the new identity is the Elvine emblem.
A direct comment to the tradition amongst many high fashion brands of using an emblem to show off heritage and tradition; the new Elvine emblem mimics the means but with a different goal. In stark contrast to the emblems commonly seen amongst the fashion houses, depicting bourgeois buildings or heraldic symbols, the Elvine emblem celebrates the ordinary and glorifies the urban environment. The meticulously hand-drawn illustration of Gothenburg's gas holder depicts a landmark once built to benefit every inhabitant of the city thereby serving as a symbol of urbanization in general. Just like Elvine's clothes, the gas holder combines heritage, functionality and community. Standing out, but blending in, not only in Gothenburg but also in London and Berlin to name a few, gas holders are a common part of city skylines.

The story of Gothenburg's Gasklockan

On the morning of February 25th of 1995, many of Gothenburg's citizens almost choked on their morning coffee as they opened their local paper, Göteborgs Posten. In it they could read about the multi-national corporation Coca-Cola's intents to turn the iconic "Gasklockan" into a large advertising campaign. The idea was to paint the whole building in red with the companies logo in huge white lettering on the side, mimicking the companies very recognizable soda can. While some politicians were somewhat positive, there was an immediate public outcry against the plans. Over the coming months the public protests grew in strength and a few months later, Coca-Cola saw them grow to such a level that they, to the citizens of Gothenburg's satisfaction, decided to withdraw their proposal. It has since been a symbol for Gothenburg’s refusal of bending to commercial forces.

Since the gas holder was taken out of service in ‘93 there has been an ongoing discussion on what to do with it. A small part of that discussion have been through official channels, such as public petitions, but most of the suggestions have come from regular Gothenburg citizens who are eager to change their city for the better. The large building has become a canvas on which ordinary citizens project their creativity. In the minds of the people it has been turned into everything from student housing to a concert hall and even a climbing center.

Some have proposed to knocking it down, though always meeting a fierce resistance among the public. The citizens of Gothenburg's relationship to the gas holder, as is the case with many other iconic symbols of urbanization, is that of both love and hatred. We love to moan about how ugly the big brown building is as much as we hate the idea of a corporate giant painting it red. Just like the smell of the city on a hot summer morning, it bears a feeling of familiarity to the city's inhabitants, and while some would call it a dreadful stench, to us, it is home.

"We believe a strong brand identity is the result of carefully aligned elements and implementations, which contribute to how the brand is experienced. In a time of transparency and many possibilities of interaction between brand and customer, an identity has to be authentic and honest. Everything a potential customer hears, sees and experiences about the brand, needs to follow the same approach and reflect the same key values." — Steffen Brückner, Brand Strategist at Lundgren+Lindqvist

Like the chapters of a novel, we will be rolling out the different components of the new identity, step by step, over the coming months. "Much like an Elvine jacket, we hope that our new identity will get better with time." — Andreas Sundgren, Brand Manager at Elvine