The company was founded in Hillerstorp, Sweden, in 1942 and initially provided only products for local fishermen, before adding automotive ski and roof racks to their portfolio in the 1960s. Present in more than 140 markets around the world today, Thule is a specialised provider of transportation solutions for cars and bicycles, ranging from luggage of all kinds to camping and caravan accessories. The manufacturer’s many different products combine to make transporting anything in the city or when travelling easier, helping users to take all the things needed for an active life with them “safely, simply and in style”. It is this very promise that the three words of the brand slogan “Bring your life” summarise: Thule offers solutions for everything that people carry and want to transport in their lives – from surfboards, bikes and skis to their kids, a camera and outdoor gear. Together with the striking logo, which places the company name in bold white capital letters on a black background, the brand aims to communicate the values of security, functionality and design. All brand commercials focus on the feel and lifestyle that Thule products provide. In deep snow on high mountains or submerged in the waves of the sea, the commercials show people experiencing natural sceneries, sporting challenges and adventures that leave lasting emotional impressions. Thus promoting the company’s reliable and easy-to-use product assortment, the identity and vision of the company to offer high-quality solutions for a wide variety of outdoor activities and lifestyles is expressed in a distinctive and consistent manner.
Statement by the Jury
The Swedish premium outdoor manufacturer Thule convinces with a brand image that has been implemented in a highly consistent and engaging manner. All categories, from the website to the product design and packaging, as well as advertising and the commercials in particular, are infused by the company’s clear and appealing brand message. This not only results in a visually distinctive and easy-to-recognise appearance, it also brings the image of this premium yet down-to-earth and thus typically Nordic company to life in a highly credible manner.