Subtle update for an iconic brand

Starting point:

Havu Mäntysuopa is a classic consumer brand, and it is a familiar product in many Finnish homes. After several decades, the brand was in need of new visual update. However, the condition for the design was that consumers would not notice the change.

What we did:

On this basis, we set out to moderately renew the visual appearance of Havu Mäntysuopa. We updated the Havu Mäntysuopa logo, pine drawings and the brand’s color scheme. We also created a 1920’s cartoon illustration that was launched during the brand’s jubilee year. During the renewal, we implemented new design into various brand communication materials and consumer touchpoints. Among other things, we updated the product packagings, created store and sales materials and brochures in accordance with the new look.

Result:

The renewal of the brand image was succeeded and has been well received. Results from consumer surveys have shown that the change has not received too much attention, i.e. the subtle change set as a goal was a complete success. The redesigned logo and updated drawing illustrations have worked well in different materials, and thanks to our color management, the print quality has been excellent.

Havu Mäntysuopa is an authentic classic – 100 years from generation to generation.