Scent Becomes Strategy

Since rebranding the company in 2015, we have worked with Fitjar Islands to explore scent as a key brand element. This sensory approach has become a cornerstone of the brand strategy, opening doors to new markets and closer customer relationships. Together, we have added new dimensions to the brand experience and taken it into sectors such as hospitality, travel, fashion and retail.

(Work developed under ANTI Bergen)

When we started working together in 2015, communication around shaving products was still dominated by traditional, distinctly masculine rhetoric. Our strategy was to place Fitjar Islands in the emerging trend of gender neutrality, where products are defined not by their user’s gender but by their own qualities. In male-dominated grooming categories, this was a clear break, and it opened up a new visual and strategic direction.

Drawing on Nordic culture, and Western Norway in particular, “balance” became the keystone of Fitjar Islands’ identity: balance between nature and the man-made, between before and after.

Using old printing techniques in our creative process, we slowed down and let nature inform the outcome. This generated an aesthetic that celebrates the process itself and mirrors the qualities of the products. The raw, process-driven aesthetic is balanced with clean Scandinavian minimalism, creating the cultural interplay at the core of the brand.

The careful, manual production of the products also reflects the lifestyle Fitjar Islands represents: a celebration of slowing down, attention to detail and the beauty of imperfection. The handcrafted. The unique.

As Fitjar Islands’ brand agency, Nonspace has shaped a strategic B2B approach while preserving the brand’s strong equity in its niche but dedicated D2C market.

Brand Strategy & Experience: Fitjar Islands builds emotional bonds with customers through sensory experiences, particularly with scent as a storytelling element. This sets the brand apart in retail, e-commerce and hospitality.

B2B Product Development & Partnerships: We developed co-branded product lines and bespoke soaps and scents for partners such as hotels. This strengthens the brand and creates commercial value without compromising its identity.

Retail Expansion & Packaging: We have refined packaging and messaging for both D2C and B2B markets, clearly communicating Fitjar Islands’ artisanal quality, cultural heritage and gender-neutral position. We also offer a bespoke packaging design service for partners.

Brand Strategy: Positioning Fitjar Islands at the intersection of tradition and modernity, with a focus on emotional and sensory brand experiences.

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

Product Packaging: Functional, elegant packaging that emphasises the handcrafted quality of the products, also for partner collaborations.

Product & Partnership Strategy: Growth through collaboration, not volume.

Scent as Brand Experience: A device that gives the brand depth across channels and sectors.

Since the rebrand, Fitjar Islands has grown from a niche brand with a small, loyal following into a solid brand with retail and B2B partnerships, without giving up its exclusive position. Its products are now found in hotels across the Nordics and internationally, and the hotel collaborations have led to new product lines made with the same craftsmanship.

Fitjar Islands has also held on to sustainability. Several hotels are now moving from single-use products to refillable solutions designed for the hospitality sector. Production capacity has been expanded, the brand has opened its own shop, and it has received international coverage in publications such as Esquire, Scandinavian Man and D2.

The collaboration continues, with craftsmanship, nature and thoughtful design at the core for both private and corporate customers.