← All workArt Direction / Design

Ogland

2021–2024

Art direction and design for Ogland, spanning seasonal campaigns, packaging, the website and Instagram. Each campaign explores a different side of the brand—from quiet interiors and tactile materials to colour, movement and the outdoors. Photography by Tobias Lundqvist.

A low-angle view of a model lifting a white sheet against blue sky and trees, from the Ogland SS21 campaign. — OglandSelected work

Pella Hedeby / FW23

A quieter expression for the FW23 campaign with Pella Hedeby. Warm interiors, natural surfaces and close studies of the bedding bring texture and material to the foreground.

A neatly made bed with white bedding and four pillows, positioned against a beige wall. To the left, there's a small wooden stool with a cushioned top. — The bedroom01.01

A woman sitting on the floor against a wooden wall, wearing a white t-shirt and ripped jeans, looking down thoughtfully, with her right hand on her head. — Pella Hedeby01.02

Two beige pillows stacked on a wooden foldable stool in front of a wooden door. — Pillows / Natural textures01.03

Two pillows with beige silk pillowcases and dark piping, resting on a bed with a wooden headboard. — Silk / Piping detail01.04

Person's hands folding a piece of white and rust-colored satin fabric. — Material detail01.05

Two dark blue packages labeled 'OGLAND' are positioned against a rocky outdoor background with moss and small plants. — Packaging in the landscape01.06

Shade Collection / FW22

A more intimate, colourful direction for the Shade Collection. Blue light, relaxed poses and layered bedding give the campaign a distinct atmosphere, carried through to the print advertisement.

Cover of a bedding advertisement featuring a dark-skinned man sitting on a bed with blue and white sheets and pillows, with large white text that reads 'OGLAND' and smaller text that says 'Sustainable luxury bedding' and 'Shade Collection Organic Cotton.' — Print advertisement / Shade Collection02.01

A man lying on a bed, looking at the camera with a serious expression, resting on one arm, with a white pillow and dark bedding. — Campaign portrait02.02

Colour & texture

A closer look at the campaign’s blue palette, fabric details and layered compositions.

Upside-down view of crumpled bedsheets and pillows on a bed with a dark headboard, with blankets of various colors and a pink upholstered bedframe in the background. — Layered bedding02.03

A model resting against pillows, looking towards the camera in deep blue light. — Blue light / Portrait02.04

A close-up of pale blue bedding, folded fabric and stitched seams. — Fabric / Seam detail02.05

Outdoors / SS21

An outdoor campaign built around light, water and movement. Bedding becomes part of the landscape, with open skies and white fabric connecting the portraits and quieter details.

A woman in a white long-sleeve top and shorts sitting on a bed outdoors with a black backdrop behind her, and greenery and cloudy sky in the background. — A bedroom outdoors03.01

A woman in a white dress floating on her back in dark water with her head tilted back and eyes closed. — Water / Stillness03.02

Summer studies

Smaller moments of colour, touch and rest complete the campaign.

A woman lying on a white sheet on the grass, holding a red flower near her face, with other red flowers and grass around her. — Flowers / Softness03.03

Close-up of a person with wet hair, wearing a white, loose, flowing garment, holding their head with their right hand against a background of blue sky and clouds. — Sky / Portrait03.04

A woman relaxing outdoors, lying on a wooden surface, wearing a black swimsuit. — Summer / Rest03.05

The website

The campaign imagery continues into the website, pairing a moving opening image with large photographs, product details and a restrained shopping interface. This recording documents the design used during the collaboration.

**Ogland / Website**Website design · Archive recording, 20210:16

Box design

Two expressions of the Ogland box design: tonal blue and warm cream, each built around the wordmark and restrained product details. The packaging remains in use today.

Two blue Ogland bedding boxes with tonal blue wordmarks, photographed among rocks and moss. — Blue box / Finished packaging05.01

Cream box / Finished packaging05.02

View packaging in use

Next projectOdalisque Covers