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iittala

Table Architecture

Art Direction + Photography

University Project

Working to a brief from iittala’s creative director, we were tasked with making the brand relevant for a new generation of young people, worldwide. Our research into the Finnish glassware brand found two key starting points: the brand is synonymous with quality and young people didn’t connect it with their lifestyles. We used the positioning ‘Table architecture’ to direct a new and bold photoshoot of their product range ­—bringing the vibrancy and energy of the city into their brand identity.

We created a proposal which included a new visual language, marketing and packaging design. These were presented to the board of creative and marketing directors in Helsinki.

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