{"id":5735,"date":"2020-06-08T10:00:40","date_gmt":"2020-06-08T10:00:40","guid":{"rendered":"https:\/\/www.checkpoint.fi\/portfolio-item\/subtle-update-for-an-iconic-brand-case-havu-mantysuopa\/"},"modified":"2020-10-23T07:35:04","modified_gmt":"2020-10-23T07:35:04","slug":"case-havu","status":"publish","type":"portfolio","link":"https:\/\/www.checkpoint.fi\/en\/case\/case-havu\/","title":{"rendered":"Subtle update for an iconic brand &#8211; CASE: Havu M\u00e4ntysuopa"},"content":{"rendered":"\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-kbhsisv7-61da4174b0ceb93134868d3ec4e0d998\">\n.avia-section.av-kbhsisv7-61da4174b0ceb93134868d3ec4e0d998{\nbackground-color:#fcfcfc;\nbackground-image:unset;\n}\n<\/style>\n<div id='av_section_1'  class='avia-section av-kbhsisv7-61da4174b0ceb93134868d3ec4e0d998 main_color avia-section-small avia-shadow  avia-builder-el-0  el_before_av_one_full  avia-builder-el-first  avia-bg-style-scroll container_wrap sidebar_right'  ><div class='container av-section-cont-open' ><main  role=\"main\" itemprop=\"mainContentOfPage\"  class='template-page content  av-content-small alpha units'><div class='post-entry post-entry-type-page post-entry-5735'><div class='entry-content-wrapper clearfix'>\n<section  class='av_textblock_section av-kfnjoibk-fa095316a0773a880302f28531283218 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><p style=\"font-size: 12px;\"><a href=\"https:\/\/www.checkpoint.fi\/en\/brand-renewal-when-why-and-how\/\">Brand renewal<\/a> \/ Case: Havu M\u00e4ntysuopa<\/p>\n<\/div><\/section>\n<\/div><\/div><\/main><!-- close content main element --><\/div><\/div><div id='after_section_1'  class='main_color av_default_container_wrap container_wrap sidebar_right'  ><div class='container av-section-cont-open' ><div class='template-page content  av-content-small alpha units'><div class='post-entry post-entry-type-page post-entry-5735'><div class='entry-content-wrapper clearfix'>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-3oe8gk-c3ce72274b597cd98d0a1f907c0ec679\">\n.flex_column.av-3oe8gk-c3ce72274b597cd98d0a1f907c0ec679{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-3oe8gk-c3ce72274b597cd98d0a1f907c0ec679 av_one_full  avia-builder-el-2  el_after_av_section  el_before_av_section  avia-builder-el-no-sibling  first flex_column_div av-zero-column-padding  '     ><p><div  class='avia-slideshow av-kbhvprin-6b2916a9a6302e481815ac72af6027af avia-slideshow-no scaling av_slideshow avia-fade-slider  avia-builder-el-3  el_before_av_hr  avia-builder-el-first  av-slideshow-ui av-control-default av-slideshow-autoplay av-loop-endless av-loop-manual-endless av-default-height-applied avia-slideshow-1' data-slideshow-options=\"{&quot;animation&quot;:&quot;fade&quot;,&quot;autoplay&quot;:true,&quot;loop_autoplay&quot;:&quot;endless&quot;,&quot;interval&quot;:5,&quot;loop_manual&quot;:&quot;manual-endless&quot;,&quot;autoplay_stopper&quot;:false,&quot;noNavigation&quot;:false,&quot;bg_slider&quot;:false,&quot;keep_padding&quot;:false,&quot;hoverpause&quot;:false,&quot;show_slide_delay&quot;:0}\"  itemprop=\"image\" itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/ImageObject\" ><ul class='avia-slideshow-inner ' style='padding-bottom: 50.05%;'><li  class='avia-slideshow-slide av-kbhvprin-6b2916a9a6302e481815ac72af6027af__0  av-single-slide slide-1 slide-odd'><div data-rel='slideshow-1' class='avia-slide-wrap '   ><img decoding=\"async\" fetchpriority=\"high\" class=\"wp-image-4216 avia-img-lazy-loading-not-4216\"  src=\"https:\/\/www.checkpoint.fi\/wp-content\/uploads\/2020\/06\/Case_Havu_Mantysuopa.jpg\" width=\"2000\" height=\"1001\" title='Case_Havu_Mantysuopa' alt=''  itemprop=\"thumbnailUrl\" srcset=\"https:\/\/www.checkpoint.fi\/wp-content\/uploads\/2020\/06\/Case_Havu_Mantysuopa.jpg 2000w, https:\/\/www.checkpoint.fi\/wp-content\/uploads\/2020\/06\/Case_Havu_Mantysuopa-300x150.jpg 300w, https:\/\/www.checkpoint.fi\/wp-content\/uploads\/2020\/06\/Case_Havu_Mantysuopa-1030x516.jpg 1030w, https:\/\/www.checkpoint.fi\/wp-content\/uploads\/2020\/06\/Case_Havu_Mantysuopa-768x384.jpg 768w, https:\/\/www.checkpoint.fi\/wp-content\/uploads\/2020\/06\/Case_Havu_Mantysuopa-1536x769.jpg 1536w, https:\/\/www.checkpoint.fi\/wp-content\/uploads\/2020\/06\/Case_Havu_Mantysuopa-1500x751.jpg 1500w, https:\/\/www.checkpoint.fi\/wp-content\/uploads\/2020\/06\/Case_Havu_Mantysuopa-705x353.jpg 705w\" sizes=\"(max-width: 2000px) 100vw, 2000px\" \/><\/div><\/li><\/ul><\/div><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-kdspwv8n-da7cdec739657f40c8ae0a6464428ced\">\n#top .hr.hr-invisible.av-kdspwv8n-da7cdec739657f40c8ae0a6464428ced{\nheight:30px;\n}\n<\/style>\n<div  class='hr av-kdspwv8n-da7cdec739657f40c8ae0a6464428ced hr-invisible  avia-builder-el-4  el_after_av_slideshow  el_before_av_textblock '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-keedbrza-4031844a1a190013d81e445d55c62c84\">\n#top .av_textblock_section.av-keedbrza-4031844a1a190013d81e445d55c62c84 .avia_textblock{\ncolor:#39b549;\n}\n<\/style>\n<section  class='av_textblock_section av-keedbrza-4031844a1a190013d81e445d55c62c84 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock av_inherit_color'  itemprop=\"text\" ><h3 style=\"text-align: center;\">CASE: Havu M\u00e4ntysuopa<\/h3>\n<\/div><\/section><br \/>\n<section  class='av_textblock_section av-kb0g1phb-ad10d40e1ec1fa1799737b5a2ded6ef3 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><h1 style=\"text-align: center;\">Subtle update for an iconic brand<\/h1>\n<\/div><\/section><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-kdspwv8n-114ff51eb9652939afad8b64e75d87da\">\n#top .hr.hr-invisible.av-kdspwv8n-114ff51eb9652939afad8b64e75d87da{\nheight:10px;\n}\n<\/style>\n<div  class='hr av-kdspwv8n-114ff51eb9652939afad8b64e75d87da hr-invisible  avia-builder-el-7  el_after_av_textblock  el_before_av_textblock '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div><br \/>\n<section  class='av_textblock_section av-kazclczv-70ddb8204bfe82fbe36221b387830bab '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><h6 style=\"text-align: center;\">Even well-known brands have to adapt to the change of time in order to remain fresh. Sometimes the visibility of change can be significant, and sometimes almost imperceptible.<\/h6>\n<\/div><\/section><\/p><\/div><\/p>\n<\/div><\/div><\/div><!-- close content main div --><\/div><\/div>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-kbhsisv7-61504f31df16fd2eef8114bcf7cd7b31\">\n.avia-section.av-kbhsisv7-61504f31df16fd2eef8114bcf7cd7b31{\nbackground-color:#fcfcfc;\nbackground-image:unset;\n}\n<\/style>\n<div id='av_section_2'  class='avia-section av-kbhsisv7-61504f31df16fd2eef8114bcf7cd7b31 main_color avia-section-default avia-shadow  avia-builder-el-9  el_after_av_one_full  el_before_av_section  avia-bg-style-scroll container_wrap sidebar_right'  ><div class='container av-section-cont-open' ><div class='template-page content  av-content-small alpha units'><div class='post-entry post-entry-type-page post-entry-5735'><div class='entry-content-wrapper clearfix'>\n<section  class='av_textblock_section av-kazclczv-3241a2a99fa476ed0a91d2d133cea321 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><h3><strong>Starting point: <\/strong><\/h3>\n<p>Havu M\u00e4ntysuopa 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.<\/p>\n<h3><strong>What we did: <\/strong><\/h3>\n<p>On this basis, we set out to moderately renew the visual appearance of Havu M\u00e4ntysuopa. We updated the Havu M\u00e4ntysuopa logo, pine drawings and the brand&#8217;s color scheme. We also created a 1920&#8217;s cartoon illustration that was launched during the brand\u2019s 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.<\/p>\n<h3><strong>Result: <\/strong><\/h3>\n<p>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.<\/p>\n<p><strong>Havu M\u00e4ntysuopa is an authentic classic &#8211; 100 years from generation to generation.<\/strong><\/p>\n<\/div><\/section>\n<div  class='avia-slideshow av-kbhvprin-482781b8320ff16749ddeab6533fbcc1 avia-slideshow-no scaling av_slideshow avia-fade-slider  avia-builder-el-11  el_after_av_textblock  avia-builder-el-last  av-slideshow-ui av-control-default av-slideshow-autoplay av-loop-endless av-loop-manual-endless av-default-height-applied avia-slideshow-2' data-slideshow-options=\"{&quot;animation&quot;:&quot;fade&quot;,&quot;autoplay&quot;:true,&quot;loop_autoplay&quot;:&quot;endless&quot;,&quot;interval&quot;:5,&quot;loop_manual&quot;:&quot;manual-endless&quot;,&quot;autoplay_stopper&quot;:false,&quot;noNavigation&quot;:false,&quot;bg_slider&quot;:false,&quot;keep_padding&quot;:false,&quot;hoverpause&quot;:false,&quot;show_slide_delay&quot;:0}\"  itemprop=\"image\" itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/ImageObject\" ><ul class='avia-slideshow-inner ' style='padding-bottom: 81.0888252149%;'><li  class='avia-slideshow-slide av-kbhvprin-482781b8320ff16749ddeab6533fbcc1__0  av-single-slide slide-1 slide-odd'><div data-rel='slideshow-2' class='avia-slide-wrap '   ><img decoding=\"async\" fetchpriority=\"high\" class=\"wp-image-5447 avia-img-lazy-loading-not-5447\"  src=\"https:\/\/www.checkpoint.fi\/wp-content\/uploads\/2020\/06\/Case_Havu_Mantysuopa-2.jpg\" width=\"1396\" height=\"1132\" title='Subtle update for an iconic brand - case: Havy M\u00e4ntysuoa' alt=''  itemprop=\"thumbnailUrl\" srcset=\"https:\/\/www.checkpoint.fi\/wp-content\/uploads\/2020\/06\/Case_Havu_Mantysuopa-2.jpg 1396w, https:\/\/www.checkpoint.fi\/wp-content\/uploads\/2020\/06\/Case_Havu_Mantysuopa-2-300x243.jpg 300w, https:\/\/www.checkpoint.fi\/wp-content\/uploads\/2020\/06\/Case_Havu_Mantysuopa-2-1030x835.jpg 1030w, https:\/\/www.checkpoint.fi\/wp-content\/uploads\/2020\/06\/Case_Havu_Mantysuopa-2-768x623.jpg 768w, https:\/\/www.checkpoint.fi\/wp-content\/uploads\/2020\/06\/Case_Havu_Mantysuopa-2-495x400.jpg 495w, https:\/\/www.checkpoint.fi\/wp-content\/uploads\/2020\/06\/Case_Havu_Mantysuopa-2-845x684.jpg 845w, https:\/\/www.checkpoint.fi\/wp-content\/uploads\/2020\/06\/Case_Havu_Mantysuopa-2-705x572.jpg 705w\" sizes=\"(max-width: 1396px) 100vw, 1396px\" \/><\/div><\/li><\/ul><\/div>\n\n<\/div><\/div><\/div><!-- close content main div --><\/div><\/div>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-kbhhz93n-e1b7768b171e779a37501cad468e132b\">\n.avia-section.av-kbhhz93n-e1b7768b171e779a37501cad468e132b{\nbackground-color:#f2f2f2;\nbackground-image:url(https:\/\/www.checkpoint.fi\/wp-content\/uploads\/2020\/08\/CHP_bg_green-1.png);\nbackground-repeat:no-repeat;\nbackground-position:0% 0%;\nbackground-attachment:scroll;\n}\n<\/style>\n<div id='av_section_3'  class='avia-section av-kbhhz93n-e1b7768b171e779a37501cad468e132b main_color avia-section-default avia-shadow  avia-builder-el-12  el_after_av_section  avia-builder-el-last  avia-full-stretch avia-bg-style-scroll container_wrap sidebar_right'  data-section-bg-repeat='stretch'><div class='container av-section-cont-open' ><div class='template-page content  av-content-small alpha units'><div class='post-entry post-entry-type-page post-entry-5735'><div class='entry-content-wrapper clearfix'>\n<div class='flex_column_table av-kbhhvr77-16977817c9d530ff604c89b87a15ea8a sc-av_one_half av-equal-height-column-flextable'>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-kbhhvr77-16977817c9d530ff604c89b87a15ea8a\">\n@keyframes av_boxShadowEffect_av-kbhhvr77-16977817c9d530ff604c89b87a15ea8a-column {\n0%   { box-shadow:  0 0 0 0 rgba(21,160,3,0.8); 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