Creative solutions that connect brands with consumers


Tretorn is a global active-lifestyle brand with focus on footwear, outerwear and tennis products.

In 2013 Tretorn started a mayor transformation process, with a mission to reset the company & brand to better connect with a younger, modern consumer.  The decision kicked off a longterm undertaking. Visual ID has since designed over 50 new styles of footwear,  both rubber and non-rubber shoes for this classic Scandinavian brand. 

Protecting a Heritage

Part of the strategic change at Tretorn was to consolidate all footwear development in Sweden. Visual ID had to safekeep elements of the company heritage and create a new product identity that could easily be recognised over all product groups and price levels.

This also included the creation of new CI guidelines for product design and branding execution. Operating as Tretorn’s exclusive design resource for footwear the scope included the entire portfolio, starting with performance products, safety and hunting and expanded further into lifestyle rubber and sneakers.

History in the making

Founded by Henry Dunker at the end of the 19th century in Sweden, Tretorn was an innovator in footwear from the moment it was launched.

Over the past years Visual ID have realized more than 50 projects for the European and North American markets, delivering concept and design ideas and having them come to life and sold in thousand of stores.


As the exclusive designpartner Visual ID has been heavily involved in the production process to ensure that design and quality was up to par. This process can be difficult and time-consuming due to differences in culture, language and timezone. As the work has progressed our collaboration with factories in China and Vietnam has grown stronger and more effective.