Hajk is a Swedish outdoor experience company offering guided hikes and camping adventures in nature. Their friendly bear mascot is central to their brand identity; a symbol of curiosity, exploration, and the joy of being outside. My task was to expand this character into a series of new illustrations that could be used across their merchandise and customer touchpoints.

The goal of the project was to create a cohesive illustration universe that brings the Hajk bear to life in new scenarios, deepens the brand personality, and strengthens the emotional connection with customers. Each illustration was designed to capture the playful spirit of outdoor adventure and the relaxed, friendly tone of the Hajk brand.