Dr. Denim is a global denim brand based in Göteborg, Sweden.

Offering everyday denim with perfect fit, premium quality and an affordable price-tag.

Back in 2014, the brand relied heavily on independent stores to tell and drive the brand experience and user touch points. But the market quickly changed and a need to take control of the brand and it's touch points presented a challenge that was in need to be solved.

My assignment was to manage, identify and transform the brand into a customer-centric brand owning the brand experience and giving the management the tools to secure future growth.

Brand strategy & direction
Brand experience design
Strategic planning
Concept development
Brand management
Leadership facilitation & coaching

Role: Brand Experience Director
Client: Dr. Denim
Duration: 2014 – 2019

drdenim.com

Rebranding

Launch of a new brand identity

A new revised strategy and direction for the brand opened up the opportunity to update the brand identity.

“It’s the brand identity we’ve been looking for since 2004”

— Alexander Graah
CEO & co-founder. Dr. Denim

“An extraordinary strategic entrepreneurship and an impressive brand positioning that results in a world-class denim brand”

Winner: Denim supplier of the year.
Habit Modegala 2017.

Backed by Dr. Denim

A creative fund to help creatives to realize their dreams.

We backed nine creative projects in total, either through financial support or gifting clothes from the collection, or both. It was a mutual partnership where both parties could see benefits from the collaboration. Backed by Dr. Denim was funded by the sales of the brand’s new logo collection.

Backed by Dr. Denim

The Throttle Dolls

Australian bike-riding females who would like to bring change and challenge the masculine norm in today’s bike community. Together with Dr. Denim, we created a capsule collection and a film helping them spread their message to the world.

100k views (Facebook & Youtube)
283k reach
500+ shares

Backed by Dr. Denim

The Royal Concept

Together we created a documentary-style music video where we followed The Royal Concept a Swedish rock band on their US tour. And to wrap up the tour the band held an exclusive gig in our Gothenburg store with exclusive merchandize for the occasion.

1000k views
14 733 likes

Backed by Dr. Denim

A New Kind of Love

An inspiring love story starting on Instagram. Together we created this film to capture their story. The film was also a start to their mutual blog platform A New Kind of Love

24 781 views

Backed by Dr. Denim

Seated denim by Louise Linderoth

Swedish designer Louise Linderoth was getting attention for her graduation collection, and together we decided to explore a more commercial and accessible product — the world’s first jeans designed for a seated position. The project was a success from a campaign and selling perspective where we managed to get Zalando.com in on the project becoming the launching partner in Europe.

Reach: 6m

Backed by Dr. Denim

Kapten Röd, Hundralappen tour

Swedish artist Kapten Röd was going out on tour in Sweden with his inclusive and affordable tour concept. A ticket cost only 100 sek making it possible for most people to go and see his show. Dr. Denim helped spread the word and made sure Kapten Röd had a stylish on and off-stage wardrobe.