The World Cup of Hockey signaled adidas’ return to the sport of hockey. Our team branded all the participating countries including the Europe and North America teams. I had the opportunity to create a new look for Sweden, who’s always worn the “Tre Kronor” or Three Crowns. While I explored some completely new takes, I knew early on that I wanted to create a crest that kept their iconic look but taken to a new level. I settled on Swedish Kubit artwork within the crowns applied in tonal embroidery to give a subtle texture.
For the typography, I examined vintage Swedish advertising to build a new font that felt modern but was based in Swedish minimal design traditions.