iittala
Challenge
Working to a brief from iittala’s creative director, we were tasked with making the brand relevant for a new generation of Finnish young people. Our research into the glassware brand found two key starting points: young people didn’t connect it with their unpredictable lifestyles, and they saw the brand as part-and-parcel of the previous generation. 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.
Solution
Our art-direction shows how changing daylight throughout the day can make the range light up in mesmerising tones. Abstract compositions of the products offers new perspectives on familiar household objects. These ideas combine to make the range visible again; asking the next generation to reconsider their preconceptions about the brand.
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.
