Fitjar Islands:

Our close and long standing relationship with Fitjar Islands has created a special creative formula. The results have been a standout brand that is truly robust in the market, focused on new experiences and the value of partnerships over growth for growth's sake. A truly special brand in a challenging category to establish continued success.

Since rebranding the company in 2015, we have helped Fitjar Islands explore scent as a key brand element. This sensory approach has become a cornerstone of their brand strategy, allowing them to expand their market presence and deepen customer loyalty. Together, we’ve added new dimensions to branded experiences, into sectors like hospitality, travel, fashion, and retail, enhancing both customer engagement and revenue.

(Work developed under ANTI Bergen)

In 2015 the communications and positioning of male shaving products was still very much and almost exclusively masculine. Our strategic intent was to place Fitjar Islands in the emerging trend of gender neutrality; not defining a product by its user’s gender but rather by its own qualities. For male grooming this was a game changer, opening up the creative direction for a refreshing expression.

Exploring Nordic culture, specifically on Norway’s West Coast, ‘balance’ became the keystone in Fitjar Island’s identity. Balance between nature and the manmade, between before and after.

In using an old printing technique as part of our creative process, we slowed down, enabling nature to inform the outcome. In doing so we generated an aesthetic that celebrates process; connecting the visual identity to the heightened qualities found when using the products. Juxtaposing this process-raw aesthetic with the clean and minimal Scandinavian formulates the cultural play of the brand.

Being created by an elaborate and intensive production process, relates to the lifestyle significance and quality of the brand’s products. A celebration of slowing down, the wonder of details and beauty found in imperfection; the hand crafted, and the unique.

As Fitjar Islands’ brand agency, Nonspace has shaped a strategic B2B approach while maintaining the brand’s high equity within its niche D2C market. Our work includes co-branding initiatives and bespoke product lines of soaps and scents that have received remarkable feedback from hotel guests, employees, and buyers worldwide.

Brand Strategy & Experience: We developed a brand that connects deeply with consumers through sensory experiences. By using scent as a key storytelling element, Fitjar Islands has seamlessly integrated digital content with the physical experience of their products. This has allowed them to enter new markets, including hospitality and retail, where the sensory appeal of their products creates lasting impressions.

B2B Product Development & Partnerships: We focused on building a B2B strategy that expanded Fitjar’s reach without diluting the brand’s connection with its niche D2C customers. This includes co-branded product lines for high-end partners like hotels, where bespoke collaborations have generated significant brand loyalty and commercial value.

Retail Expansion & Packaging: We have worked on refining product packaging and messaging for both D2C and B2B markets, ensuring that Fitjar’s artisanal craftsmanship, cultural heritage, and gender-neutral positioning are consistently communicated. We also developed a bespoke packaging design service for partners, aligning Fitjar’s high standards with tailored product presentation.

Brand Strategy: Positioning Fitjar Islands at the intersection of tradition and modernity, creating emotionally engaging brand experiences.

Brand Design: Crafting a visual identity that balances nature and minimalism, with a raw, Scandinavian aesthetic.

Product Packaging: Designing functional, elegant packaging that emphasises the handcrafted quality of Fitjar’s products, alongside bespoke services for B2B clients.

Product & Partnership Strategy: Expanding Fitjar’s reach through strategic co-branding and product development, especially in hospitality.

Scent as Brand Experience: Elevating brand experiences through scent across retail, hospitality, and e-commerce.

Since the rebrand, Fitjar Islands has grown from a niche brand with a small, dedicated following to a business with diverse retail and B2B partnerships—without overextending its market. Their products are now featured in high-end hotels across the Nordics and beyond, with guests often requesting to purchase them after experiencing their quality firsthand. This expansion into hospitality has led to new product lines, all while maintaining the brand’s exclusive appeal.

Fitjar Islands remains committed to sustainability and client needs, with hotels transitioning from single-use products to refillable solutions designed specifically for the hospitality sector. The brand has expanded its production capacity and opened a boutique, all while receiving international press coverage from publications like Esquire, Scandinavian Man, and Norwegian D2.

Today, Fitjar Islands stands as a brand that offers more than just products—it delivers exceptional experiences and serves as a valuable partner to other high-end brands. Our continued collaboration has ensured that Fitjar’s customers, whether individuals or corporate clients, remain connected to the brand’s core values of craftsmanship, nature, and the beauty of thoughtful design.