Building Nordic Nature from an early product concept into a scalable brand portfolio—connecting a distinct market position with a system designed for long-term commercial growth.
Category:
Brand Strategy & Portfolio Development
Client:
Lucent Inc.
Duration:
2019-2025
Location:
Norway
The pet-food category was already crowded with established brands competing for attention. The opportunity was not simply to introduce another product, but to create a position that felt credible, relevant and difficult to confuse with the alternatives.
Norwegian provenance, locally sourced ingredients, quality and transparency provided a strong foundation. The bigger strategic question was how to turn those advantages into a brand customers could recognise and trust—and build it flexibly enough to support a growing portfolio over time.
The real challenge was therefore twofold: be specific enough to stand apart, while creating a system broad enough to grow with the business.
I led the development of Nordic Nature from concept through more than five years of brand and portfolio evolution.
The work started with understanding the category, competitors and customer expectations before defining the strategic territory the brand could meaningfully own. That meant making deliberate choices around provenance, quality, transparency and Nordic simplicity—and equally important, deciding what the brand did not need to compete on.
I translated that direction into the identity and a modular packaging system designed around recognition, navigation and scalability. Rather than treating every new product as an individual design problem, the system created clear principles that could accommodate new products and categories while protecting the core brand.
As Nordic Nature grew, I continued adapting and developing the system with the business. This long-term involvement meant the strategy was tested not only at launch, but through expansion, changing requirements and continued commercial use.
Nordic Nature developed from an initial concept into a broad and established product portfolio. Today, the brand represents approximately 20% of PETXL’s total revenue.
More importantly, the brand system continued to work as the business expanded. New products could be introduced without rebuilding the brand from scratch, while the portfolio retained a recognisable position and coherent customer experience.
For me, the project demonstrates what long-term brand building should do: create something distinctive enough to earn recognition, structured enough to evolve, and useful enough to become a meaningful business asset.
≈ 20%
Commercial contribution
Share of PETXL total revenue
5+ years
Long-term brand stewardship
From early concept through continued portfolio expansion
