Trangia is a trusted brand among outdoor enthusiasts, but its communication and product experience have excluded newer audiences. As crisis preparedness grows in importance, Trangia stoves now offer value at home - but the digital experience and tone remain tailored to experts, making the brand feel technical and inaccessible to young adults, families, and urban users without outdoor experience.

To reach new and existing audiences, Trangia repositioned its brand to include everyday preparedness alongside outdoor life. By keeping core values - reliability, functionality, and durability - and updating its tone to be simpler and more inclusive, the brand now feels more accessible. The digital experience was redesigned with clearer navigation and simplified product structure, reducing barriers for new users while still serving experienced ones.

Trangia’s new digital identity speaks to both seasoned adventurers and users seeking everyday security. The new website offers a more accessible and guided user experience, making the products easy to understand. By addressing new needs without losing its heritage, Trangia is now positioned as a trusted tool for both home and outdoors.