Rolf Ekroth is a Finnish unisex clothing brand focusing on street and sportswear luxury fashion. The brand's aesthetics draw from Finnish culture, the nostalgia of the 90s, and the environment of the north.

The assignment was to create a print ensemble and graphic identity for the spring-summer collection 2022. The theme of the collection was "Juhannus", the Finnish Midsummer, and its mysticism and ritualistic traditions. The goal for the visuality was to find a balance between a commercial and an artistic tone of voice.

The Finnish summer vegetation and nature imagery, which was the source of the collection's inspiration, was utilized for the print and graphic design around it. The Camouflage pattern was built from images of Finnish mosses and forests. The second red-color version of the camouflage pattern took its reference from blood, which appears in many folktales and rituals.

The mystique, even a gloomy occultic world merges with the midnight sun and the bright color brilliance of the Nordic summer. The symbols of seven different Finnish midsummer flowers, as well as a recycling symbol consisting of cob heads, were styled on the metal pins. The seven flowers refer to the traditional Midsummer spell, to find a future partner in a ritual user's dream. The psychedelic flower pattern also refers to the specific ritual - combining the dream world with flower meadows.