Göteborg office

Stora Badhusgatan 37
411 21 Göteborg
+46 31 339 62 00

Stockholm office

Kungsgatan 48
111 35 Stockholm
+46 31 339 62 00

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It’s not about the gear

A–Z is the brainchild of soccer superstar Zlatan Ibrahimović and Petter Varner, head of Norwegian clothing giant Varner. It represents the athlete’s first venture into the world of fashion.


Ibrahimović and Varner decided to create a brand. The purpose? To make sports apparel that breaks down the barriers of creed, colour and class. And they wanted Happy F&B on the team.

It’s all about the struggle, never quitting, never letting go.


A–Z is all about the struggle, never quitting, never letting go. The name and visual identity had to convey high performance gear, but with a very competitive price tag.

The brand represents the path – from novice to professional. From amateur to … Zlatan. We created a symbol – strength and simplicity rolled into one – as close to an anti-logo as we could come. And we chose gold as the primary colour. Not least because Zlatan is Serbo-Croatian for “the golden one.”

A–Z is a brand with a single mission – to encourage everyone to do sports.


Launched June 7, 2016. Available online, starting in Europe.

What we did

  • Activation plan
  • Activation tools
  • Brand activation
  • Design applications
  • Design platform
  • Naming and nomenclature
  • Packaging design


Guldägget: Gold
Swedish Design Prize: Gold