Every year, the Signumprice is handed out by Groth & Co to a Nordic company which has worked well with their brand for a period of time. For 2008 the price goes to Fjällräven, a Swedish company with a long history. The basic motivation for the price is the ability to build trust in the brand. Fjällräven has worked consequently with brand, logotype and quality during many years.This backpack - "Kånken" - is wellknown among many outdoor enthusiasts. Nowadays I would say it´s quite oldfashioned... However, Fjällräven also has some trendy and stylish products which shows that consequent branding also can be fun.
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