Svensk Camping
Since the pandemic, we’ve all rediscovered the great outdoors. And as camping is growing and attracting new groups of people, the Swedish camping association needed to revisit who they are and why they are here. Becoming simply Svensk Camping.
Gone camping
The Swedes started camping in the early 1900s, when young men were enrolled in the military service and sent out to sleep in the woods with just a tent over their heads. They brought the idea home and soon camp sites started to pop up just about everywhere. And in 1967 the Swedish campsite association (SCR) was born. Since then, camping has grown to become the backbone of Sweden’s tourist industry. In the summer months, nearly 50% of all tourists will stay at a camp site. And the business is rapidly changing.
The open air
We set out to make the camping business as contemporary as the new camping crowd. And changing the name from SCR to Svensk Camping captures the idea behind both strategy and identity. Svensk Camping is here to lead the way to a different camping experience, attract more people to experience the open air, and build the Svensk Camping brand as a seal of quality in Sweden and internationally.
It’s a Swedish thing
The logo is a Swedish flag made out of tents. It couldn’t be simpler. And camping is about the simple life. The colors are those of Sweden, the main font is called Funkis, a reference to the style of functionalism (and the first camping boom) and the shape of the tent is a standard building block. Building on the robust strategy, Svensk Camping has established a foundation for cultivating stronger relationships with its members, partners, and all those eager to immerse themselves in Swedish nature.
