---
title: Craft – Circle
url: https://milk.se/case/craft-circle/
type: case
updated: 2025-12-09
---

# Craft – Circle

> Milk helped Craft Sportswear map, systematize and package its sustainability efforts for the global market as the Craft Circle initiative, with its own visual identity, KPIs across the production chain and a website acting as a global information hub.

## Key facts

- Client: Craft Sportswear
- Project title: Circle Sustainability Initiative (named Craft Circle)
- Delivery: Digital, Graphic Identity
- Award: Publishingpriset – Nomination
- Launch: 2022; the initiative runs to 2030 and beyond
- Key milestone: by 2030, reduce greenhouse gas emissions beyond the 1.5°C warming target
- Markets: 32
- Goals/KPIs: 23
- Decrease in carbon emissions: 30 %
- Website: [Craft Circle](https://www.craftsportswear.com/global/craft-circle)

## Details

### About the project

Craft is a Swedish sportswear brand that creates footwear and apparel that makes people all over the world move, always with consideration for our shared arena. The mission was to map, systematize and package the company's sustainability efforts for the global market.

### Approach

To illustrate that sustainability is a work in progress, the initiative was named Craft Circle and given a distinct visual language and identity that connects to the overall brand.

Key representatives were then consulted to set KPIs for every part of the production chain, from design to delivery, so that the initiative is fully integrated in the company's daily operations. The goals are set on a timetable to push things forward and to encourage all departments to constantly evaluate everything from materials and production methods to shipping alternatives. The aim is to meet an important milestone by 2030: reducing greenhouse gas emissions beyond the 1.5°C warming target.

### Communication

Craft Circle is made to be integrated in every customer journey touchpoint, from e-commerce to physical retail stores. Labels, tags, product information and packaging point to the website, which acts as a global hub for information about goals, materials and overall progress. A yearly report is also distributed to employees, retailers and partners.

Since an overall goal of the initiative is to further sustainable business models, Craft Circle will also act as a platform for circular offers in the future.

### Follow the progress

Craft Circle launched in 2022 and will stretch to 2030 and beyond. Progress can be followed at [craftsportswear.com/sv/craft-circle](https://craftsportswear.com/sv/craft-circle).

### Related cases

- [Craft Run Club](https://milk.se/case/craft-run-club/) – Craft Sportswear (Concept & campaign, Digital, Graphic Identity, Strategy)
- [Made with sports DNA](https://milk.se/case/craft-made-with-sports-dna/) – Craft Sportswear (Concept & campaign, Film)
- [Thank you for playing](https://milk.se/case/craft-thank-you-for-playing/) – Craft Sportswear (Concept & campaign, Film)