Case

A Nordic bakery with a French twist

Gateau is a French-inspired artisan bakery founded in Stockholm in 1937, offering bread, cakes and pastries of the highest quality. Gateau’s signature products combine old French baking traditions with a Nordic taste palette and modern food trends. Bakeries are located in Stockholm, Malmö and Helsinki, while stores have a wider reach.

We helped Gateau renew its brand and identity, including visual assets, communication, packaging and stores. As a result, Gateau is now moodier, more approachable and more authentic. The French baking traditions, locality and unique taste palette created by Gateau artisans are the core of the updated brand.

Client

Gateau

Scope

  1. Research & analysis
  2. Brand communication
  3. Brand & product DNA
  4. Brand concept & platform
  5. Concept design
  6. Identity design
  7. Graphic design
  8. Package design
  9. Retail design
  10. 3D visualisation
  11. Virtual prototype
  12. Manufacturing support
  13. Art direction
  14. Verbal identity
  15. Illustration
  16. Copywriting
  17. Brand & design guidelines

Food photography

Laura Riihelä

Bon-vivant!

A touch of joy! We introduced the brand casual way of mixing languages to celebrate both the French origin and locality. Boulangerie artisanale. Pâtisserie gourmande. Café bon-vivant!

Gateau Artisanale

Gateau sans serif font family is a new adaptation from the modernist era sans serif with softened details in inner curves. Its form nicely supports the feel of the iconic Gateau symbol and has the quality and finesse suitable for Gateau's traditional savoir-faire in the bakery. Both fonts are custom drawn for Gateau by Helsinki Type studio under our strict supervision.

Gateau Artisanale gets inspiration from classic French-style serif fonts like Garamond and Caslon. The softened feel adds a personal touch to an otherwise typical style. Perhaps even a delicious touch, as it reminds us of baking a dough.

This was an evolutionary project. Keeping the good recipe, but using it to create completely new flavours.”
Aleksi Kuokka, Designer

Hand-made illustrations

Hand-crafted illustrations add emotional layers to storytelling. Illustrations communicate the brand heritage and Gateau's connection with the prestigious Poilâne bakery in Paris. Flowers inside the store are replaced by rich floral elements. The style is a simple brush outline, vivid and full of nuances.

Are you interested?

Aleksi Kuokka

Head of Brand & Spaces, Partner
Case

Bringing joy and relevance to iconic Finnish brand

Martela is a family business founded in 1945, designing and manufacturing user-driven workplaces and learning environments that support various individual ways of using those spaces. The essence of Martela is to bring joy to work.

We’ve partnered with Martela to renew the brand, communication, identity and experience in multiple touchpoints. The new Martela is self-confident, easy to approach and bold – as a market leader should be. The work includes everything from strategic brand development and concept design to copy, logo design and brand guidelines.

Client

Martela

Scope

  1. Brand communication
  2. Brand & product DNA
  3. Brand concept & platform
  4. Concept design
  5. CMF design
  6. UX & UI design
  7. Digital design
  8. Identity design
  9. Graphic design
  10. Interior design
  11. Art direction
  12. Verbal identity
  13. Illustration
  14. Photography & film
  15. Copywriting
  16. Content creation
  17. Marketing campaign
  18. Brand & design guidelines

Photography

Duotone

Martela needed a human-driven tagline that emphasises the aspirational core of the brand – rather than its products, services or physical spaces.”
Aleksi Kuokka, Designer

Martela Story

Founded in 1945, we are a family company specialising in developing human-centred working and learning environments. We offer solutions for modern working needs – mobile work and activity-based offices.

We believe in bringing joy to work by creating inspiring spaces that enable people to thrive in what they do. Over the years, our company has evolved from a furniture manufacturer to a workplace development partner.

Today we help our customers by offering products and services throughout the full workplace lifecycle, from need specification to the continuous optimisation of the workplace.

We aim to provide the best service in the business and high-quality interiors that remain fresh well.

Custom typo

The tailor-made typography is one of the key assets of the renewed visual identity. It's formed to crystalise the Martela design DNA: pure and simple Nordic style, humane and warm presence and boldly shaped details, adding a dynamic and edgy twist to the letters.

Personality of the brand

One of the core elements of the new and distinctive Martela visual language is imagery. The company's vision of better and more inspiring work is actualised through imagery. We helped to clarify the contemporary Martela style and art direct photoshoots. We also created joyful illustrations for numerous touchpoints.

I think Martela now has tools to convey emotions, trigger curiosity and spark imagination. I'm so happy to see how the brand projects its personality and how it already has changed perceptions.”
Aleksi Kuokka, Designer

Are you interested?

Aleksi Kuokka

Head of Brand & Spaces, Partner
Case

Rebirth of the premium grocery store chain

Herkku is a well-known brand for premium groceries in Finland. It used to be an essential part of Stockmann department store services until Finnish FMCG giant S-group bought it. To fill the new strategic and financial targets, the concept and brand needed an update.

We began the project and collaboration by asking a series of critical questions: What is the future of premium groceries? How is ‘premium’ defined today? Why is it relevant? For whom is it? What should the premium be, and how should it be sold? What kind of premium concept could S-group excel, and what customer experience should the Herkku brand offer? What would make S-group’s Herkku inspiring and meaningful for a larger audience? And the end, how can we manage and change people’s conceptions of values-based and price-sensitive business?

We think the answer is real and authentic food. It’s food that doesn’t come from a factory. It’s beautiful and tasty produce from the farmer nearby, hand-baked bread and pastries, sustainably caught fish and well-prepared ready-to-eat solutions. Real food looks fresh, smells natural and tastes delicious. Most importantly, real and honest food that does good for you and our communities should be available for everybody on every occasion. This is what the re-named concept, Food Market Herkku promises.

We based our solution on this vision and formed the identity, communication and touchpoints such as in-store communication, packaging and signage to give a body for the new strategy and insight.

Client

SOK

Scope

  1. Brand strategy & purpose
  2. Brand communication
  3. Brand & product DNA
  4. Brand concept & platform
  5. Digital design
  6. Identity design
  7. Graphic design
  8. Package design
  9. Retail design
  10. Signage & wayfinding
  11. Manufacturing support
  12. Art direction
  13. Naming
  14. Verbal identity
  15. Illustration
  16. Photography & film
  17. Copywriting
  18. Content creation
  19. Brand & design guidelines

Interior architecture

Amerikka

We, consumers, are looking for solutions that feel natural and have health benefits, offer adventurous and authentic experiences, build trust with social responsibility, transparency and locality, and fit to urban lifestyle by being convenient and sophisticated. We are often ready to open our wallets if the concept, brand or food matches our needs and values. But at the same time, we are not ready to pay extra unless these meaningful things are really there. This is the definition of new premium food."  
Aleksi Kuokka, Lead designer
We were looking for a solution to build the brand around the variations at the market hall where you find all the good stuff from local producers. So instead of building an identity with typical fixed elements, we wanted to create a brand that lives in the slight variations relying on strong style and attitude.”
Aleksi Kuokka and Aki Suvanto in conversation

Organic identity built on heritage and insight

The Food Market Herkku identity is created by using atypical elements and methods. The logo has multiple forms, typography is based on several fonts, there's an extensive amount of colours and hues, photos are not used much, and the design system is open for countless variations. Also, the store environment is more layered, relaxed, vivid and authentic, having contrasts, textures and volume. The leading idea is to bring the grocery store and its identity back to its roots, focusing on real food. We feel that is all any inspiring grocery store should be about.

Food Market Herkku manifesto

We are taking a step forward from traditional luxury thinking, welcoming everyone to get inspired with us on weekdays and weekends. We promise passionate and humane encounters, experiences, and authentic food, from fresh ingredients to ready-made portions. Prices that feel right. We do everything we can to control food waste. We think all this is essential and relevant - a new luxury even - and we promise to work for it daily.

Food Market Herkku is a grocery store where you want to shop every day of the week.

It's all about being real

Organic identity is reminiscent of authentic, organic food - because it is not from a factory, it comes in many sizes and shapes, but you may still recognise it as a particular type of food.”
Aki Suvanto and Aleksi Kuokka in conversation

Are you interested?

Aleksi Kuokka

Head of Brand & Spaces, Partner