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

Award winning forest harvester cabin design

Designing the new Ponsse Scorpion harvester cabin was a comprehensive undertaking and included everything from early concept work and user insight to final production and roll-out of the product.

A human-centred design approach was utilised throughout the project, with an emphasis on gaining a deep understanding of the challenges and needs of the harvester operators and associated stakeholders through in-depth interviews, observations and co-creation workshops.

The Ponsse Scorpion cabin represents a state-of-the-art forest harvester cabin design and results from a multi-year collaborative effort between Aivan and Ponsse. Ponsse is one of the largest manufacturers of cut-to-length forest machines globally and produces forest harvesters with long reach and excellent hillside operation capabilities.

 

Client

Ponsse

Scope

  1. Research & analysis
  2. Portfolio & roadmap strategy
  3. Opportunity mapping
  4. Brand & product DNA
  5. Concept design
  6. Product design
  7. Experience design
  8. CMF design
  9. Graphic design
  10. Mechanical engineering
  11. 3D visualisation
  12. Game engine development
  13. Virtual reality development
  14. Virtual prototype
  15. Prototyping
  16. Hard modelling
  17. Pre-engineering
  18. Pre-assembly
  19. Sourcing support
  20. Manufacturing support

Awards & Recognitions

  1. Red Dot – Best of the Best Winner
  2. Fennia Prize Winner
  3. iF Design Award
A human-centred design approach was utilised throughout the project, with an emphasis placed on gaining a deep understanding of the challenges and needs of the harvester operators and associated stakeholders through in-depth interviews, observations and co-creation workshops.

Managing high-stress situations

Harvester operators work alone in a stressful environment, where the cognitive load is high and decisions made under time pressure can directly impact pay. Due to the nature of the job, which requires operators to sit for long periods, ergonomic working conditions were a priority. This includes everything from improved viewing angles and lighting to a more comfortable and accessible operator's seat and cabin environment.

Using gaming to create a user-friendly operating system

A more user-friendly operating system that provides essential information at-a-glance enables operators to focus more of their time on the task at hand — selecting and harvesting trees. Material choices that feel soft to the touch and provide acoustic dampening further enhance the cabin atmosphere, and together with the thoughtful layout aim to cut down on small annoyances and stressors, and create a more enjoyable working environment.

Once the door is closed to the outside world, all is quiet, elegant and in the right place.

More comfort
More precise
More efficient

The new cabin significantly improves the capabilities of the operator, giving them an unparalleled view of the working area, an intuitive control interface and improved comfort — so that they can be more efficient and precise.

Better viewing angles increase driver confidence and precision when driving in steep or otherwise challenging terrain and improved comfort and usability within the cabin reduce stress levels — resulting in operators who are more comfortable, more precise, and more efficient in their work.

 

You don't get tired as easily, which increases efficiency.”
Valtteri Pirttimaa, Metsä Pirttimaa Oy

Results

  1. Accepted and approved by the most demanding audience, the actual users
  2. With new model, productivity level gets higher
  3. The Scorpion cabin has been awarded with several significant awards

Are you interested?

Antti Mäkelä

Head of Strategy & Products, Partner
Case

Brabus Shadow range for ultimate premium performance

We collaborated with Brabus and Axopar teams to create a highly exclusive range of luxury tenders and day boats, representing a cool, discerning and incredibly exciting new breed.

The Brabus Shadow range is designed for a select group of boat owners who want to enjoy the very best exclusive boating experience for absolute individualism and ultimate luxury. Outstanding performance, power and superior acceleration, together with easy handling and best-in-class drivability, form the core of a Brabus Shadow product. On top of this, every Brabus Shadow has an instantly recognisable design and gorgeous looks.

Brabus has been developing and building high-performance supercars for over 40 years, transforming vehicles of the Mercedes-Benz brand into stylish, unique vehicles – made in Germany. The world-renowned tuner and automaker offers custom solutions for requests of any kind: From upgraded engines and elegantly styled aerodynamic-enhancement concepts to expertly forged alloy wheels, as well as agile yet comfortable sport suspension systems and exclusive interior designs at only the highest level of craftsmanship.

Client

Brabus Marine

Scope

  1. Brand & product DNA
  2. Brand concept & platform
  3. Concept design
  4. Product design
  5. CMF design
  6. UX & UI design
  7. Digital design
  8. Graphic design
  9. Interior design
  10. Mechanical engineering
  11. Naval architecture
  12. 3D visualisation
  13. Game engine development
  14. Simulation
  15. Virtual reality development
  16. Virtual prototype
  17. Prototyping
  18. Hard modelling
  19. Pre-engineering
  20. Pre-assembly
  21. Manufacturing support

Awards & Recognitions

  1. Motor Boat Award Winner

Images

Brabus Marine

The Brabus Shadow 500

The Brabus Shadow 500 range comes with a bold and confident design. It is positioned at the very top of the 30ft sports-weekender market, with mesmerising performance on the one hand yet comfortable, day-long cruising capability and luxurious refinement on the other.

The boat has fluid and angular lines with a long, low-centre-of-gravity hull, matched with functional and versatile deck layout options for enjoying marine life to the full.

Brabus boats are redefining luxury day boating. They are faster, leaner and technically more advanced. Each Brabus case results from a seamless communication between engineering and design.”
Jarkko Jämsén, Designer

The Brabus Shadow 900

The Brabus Shadow 900 range comes with several gel coat colours, upholstery options, and many optional upgrades. Discerning owners can create a unique Open, Sun-Top or Cabin boat. For those who enjoy turning heads, the 'Fusion Camo-Wrap' livery might be an ideal choice.

Also, some very limited edition models are available, all hand-built with a focus on precision and finish.

Full of smart features

Highly versatile. Multi-purposed with supreme comfort and social areas. Freedom of movement all around the boat. All Shadowboats are packed with smart innovations, the finest technical solutions and supreme comfort. Clever use of internal and external deck space together with practical layouts guarantees premium living and ease of movement everywhere onboard.

Brabus Marine

Brabus Marine is the result of the alliance between two of the most renowned companies in their respective genres. Bringing together the award-winning Finnish boat builder Axopar Boats and the long-established, high-performance luxury automotive car producer Brabus.

Brabus Marine is devoted to redefining luxury day boating through building and developing ultra-exclusive, exciting boats.

Are you interested?

Jarkko Jämsen

Head of Yachts, 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

Pi – The ultimate superyacht

Co-founder of Aivan, Jarkko Jämsén, was invited to create the concept, interior layout and exterior design for a superyacht. In close collaboration with the owner client, he and the other team members created a totally unique vessel from scratch that is custom-made down to every detail.

Pi – originally Syzygy 818 – is a 77.25m motor yacht. Vessel’s top speed is 18.4kn and power comes from two MTU diesel engines. Pi can accommodate up to 12 guests in 6 staterooms, with 18 crew members. Pi has a gross tonnage of 1592.0GT and a 11.0m beam. Interior of the yacht was designed by Sinot.

Pi was built at Feadship – Royal Dutch Shipyards in the Netherlands. Feadship is a cooperative venture between two shipyards Royal Van Lent Shipyard and Koninklijke De Vries Scheepsbouw. Feadship designs and constructs high-end luxury yachts and is one of the leading builders of custom superyachts.

Client

Private

Scope

  1. Concept design
  2. Product design
  3. Experience design
  4. CMF design
  5. Naval architecture

Awards & Recognitions

  1. Motor Yacht of the Year

Photography

Tuukka Koski – superyacht
Aivan – making of

We created the concept and the layout together, the owner’s representative, the owner and myself. It was challenging for me as a designer because he was so good that I had to do even better than I thought I could to meet his standards.”
Jarkko Jämsén – Superyacht Times by Georgia Tindale
Full-custom design needs to be a fun process for both myself and the client. Without the client, there is no boat: it is so much more than just an object.”
Jarkko Jämsén, Naval Architect & Designer

Very best
of the best

"A vessel that is considered exceptional by any and every measure." The prestigious Motor Yacht of the Year is a hunted title, and Pi's excellence made her a worthy winner of this award. The judges admired her harmonious exterior lines and noted the difficulty of engineering and the overall perfection of her construction.

I am heavily interested in new technology and pushing the boundaries of where material can go. Like windows. This vessel has the most amazing windows ever built on superyachts.”
Jarkko Jämsén, Naval Architect & Designer

Are you interested?

Jarkko Jämsen

Head of Yachts, 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
Case

Brutalist yet inviting experience

The WeeGee Exhibition Centre is the former printing house of the Weilin+Göös publishing house. The concrete building is considered a modernist masterpiece of Finnish architect Aarno Ruusuvuori, completed in 1964 and 1967. Today the protected building hosts several museums, such as EMMA – Espoo Museum of Modern Art.

Our solution was to honour the origin and get inspired by the building’s brutal touch and functional ideas. We used grey materials, bold scale and modernist design to create a timeless and inviting solution for everybody visiting WeeGee.

Client

WeeGee Exhibition Center

Scope

  1. Identity design
  2. Graphic design
  3. Retail design
We were aiming for a brutally honest solution, starting from the architecture and blending it with custom-made solutions and great design pieces of modernist masters.”
Aleksi Kuokka, Designer

Are you interested?

Aleksi Kuokka

Head of Brand & Spaces, Partner

Coloured pocket squares showcasing Tove Jansson’s original drawings

Client

FatCloth for Moomin