Trangia

Trangia is an iconic Swedish brand with strong credibility among experienced outdoor users, but a product experience and communication that excludes a new potential target audience. As society has changed and crisis preparedness has become a concern for more people, the stove has taken on a new value - as a source of security at home. However, the digital experience, product structure, and tone of voice have been almost exclusively aimed at the experienced user. For the newly added target group; young adults, families with children, and city dwellers without outdoor experience, both the product and the brand have been perceived as difficult to navigate, technical, and inaccessible.

To meet both current and future target audiences, we strategically carried out a brand repositioning that broadened Trangia’s relevance - from being solely associated with outdoor life to also being embraced as part of everyday preparedness. By retaining the brand’s core values (reliability, functionality, and durability) while reworking its expression and communication, we created a more inclusive tone of voice. The new tone is reassuring, guiding, and simple, with a focus on self-sufficiency rather than crisis. The digital user experience was redesigned with simplified product names, a new filtering system, and clearer guidance. The storm stoves was streamlined from 50 different products into eight base kits with optional add-ons, lowering the entry barrier for new users without alienating the experienced segment.

Trangia now has a digital identity that speaks to both the experienced outdoor user and the new audience seeking security rather than adventure. The new website offers a more accessible and guided user experience, making it easy to understand what you need - even without prior knowledge. The brand has been strengthened by meeting new needs without compromising its heritage. Trangia is now positioned as a reliable tool for both the mountains and the home, with a tone of voice and structure that builds trust with future users.