Five guiding principles

Aalto Design Masters Intro Course 2014
Assignment 3

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Marketing campaign and package design

Here is a post about a package and marketing project we were assigned at the graphic design school. For the product we got to choose between electronics, food and make-up. Then we designed the product and its packaging – and only the sky was the limit! It could be how ever bizarre, expensive, utopian or normal we wanted. The challenge was then to create a marketing campaign for it. I started by thinking of a problem I’d like to solve: is there a product that is poorly marketed and needs an uplifting in its packaging? Spice came to mind quickly as I like to cook and those spice packages are ghastly looking and unpractical. See below for the full project brief and parts of my work for the spice campaign.

spice manifesto

Project brief:
Product: an electronics device, a foods product or a make-up product.
Marketing campaign: create a 3 media marketing campaign

my product: spices sold at a supermarket
my campaigns: a 3-piece outdoors poster campaign pre-launch to create a hype; a ‘spice manifest’ enclosed in a magazine; shop-in-shop and a taster stall for supermarkets.

Here is the fictive description for the campaign (in Finnish):
Kuvitteellinen kuvaus ‘Maustevallankumous’-kampanjasta:

Maustevallankumous on päivittäistavaraketju M-Groupin kampanja. M-Groupin omistama ‘punainen pallo’ on M-Groupin oma tuotemerkki, joka esiintyy sadoissa muissa tuotteissa sellaisenaan. M-Group on Suomen johtava päivittäistavaraketju, jolla on noin 2 000 myymälää ympäri Suomen.

M-Groupin tunnetut ‘punainen pallo’ -tuotteet kattavat yli tuhat elintarviketta. Tuotteet ovat helposti lähestyttäviä, kotitalouden perustuotteita. Tuotteet tunnetaan laadusta ja edullisuudesta.

Maustevallankumous on noin vuoden mittainen kampanja, jossa on kolme tavoitetta:

– lisätä suomalaisten ymmärrystä mausteiden käytöstä
– tehdä suomalaisesta kotiruuasta maukkaampaa
– siivota sotkuiset maustelaatikot

Maustevallankumous toteutetaan kolmen päämedian kautta:

1. Maustepakkauksien ja myymälätelineiden ilmeen uusiminen. Sekä suuremmissa marketeissa noin yhden kuukauden mittaisen Shop in Shop -konseptin kautta.

2. Herätellään suomalaiset maustevallankumoukseen räväkän ulkomainonnan avulla. Ulkomainonta tuo esille kampanjan virallista lanseerauspäivää 4.lokakuuta 2014. Tuolloin ensimmäinen manifesti saapuu M-Goupin lehden välissä kotiin, sekä myymäläständit muuttuvat kaupoissa.

3. Kymmenenosainen Maustemanifesti-lehtinen esittelee uusien pakkausten käyttötavat, uudistuneen ilmeen, sekä kauden reseptejä keskittyen yhteen mausteperheeseen kerrallaan. Maustemanifesti toimitetaan M-Groupin kuukausittain ilmestyvän asiakasomistajalehden mukana yli miljoonaan suomalaiseen kotiin.

Branding and package design for the Spice Revolution:

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Marketing campaign: outdoor poster campaign – creating a hype for the Spice Revolution:

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Marketing campaign: Recipe book ‘Spice Manifesto’ 


Marketing campaign: Shop-in-Shop concept for supermarkets

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Branding your business

Last week at college, we presented our final projects for the Brand Identity course. The process was especially important for me since I am serious about starting my own business. So here is pretty much the first taste for it! This post will not only present my work (the Brand Book) and process, but also a short tutorial for designing a box in Adobe Illustration.

Not sure whether to start off with my early sketches or to show the final product… My teacher said that one is never fully satisfied with their own logo or brand, and that the hardest job is to design something for oneself. She is definitely right. I got bored with my work piece after piece: landing on something great, then finished hating it. Not to mention the tough comments I got from my outspoken friends on social media.

Perhaps to start off with a few notes on how to build your brand guidelines and what does your brand mean:

How to build your Brand Guidelines?

  1. Search ‘Morphological Matrix‘, it can help you to start sketching out your logo.
  2. Think about the feeling and the message you want to send through your brand. Is it happy and creative, or perhaps you want to focus on being professional and modern. What is the reaction you’d like to have from people who see your branding? Brainstorm a list of words and build a mind map.
  3. Talk to other people. Get ideas and show your early sketches. Create a Pinterest board for ideas, looks, colours etc. Here is my Pinterest Board for brands that I liked.
  4. Typography is so important. See below for a list of fonts I tried before reaching my ultimate choice. Matching fonts can be difficult, and sometimes you need to choose different typography for print and web. I found Google Fonts site very useful. For example, on my font Trocchi, they have a bit of history, download links and also a list of recommended pairings for matching fonts.
  5. Colours can truly impact the feeling of the brand. Black and white can be very classy and professional, and I saw many of my classmates choosing them for their brands. I’ve had a pastel thing going on for a long time, and they have exactly the message I wanted for my brand – happiness, cuteness, creativity. I started off with an orange blossom and sweet pink. My colours were very light in the beginning. But I quickly learned that stronger tones work better with fonts. Especially if you want to be memorable. A strong minty green ended up being my choice. It has delicious tints that offer me variety. Try to find photos with colours you like. Then using the eye dropper tool in Adobe, feel its colours for your logo.
  6. The element, the shape, should be simple so that it works large and small. You might choose to just design your own typographical logo. Think symbols, analogues, and stories behind your brand. Mine was a house, then two boxes and finally a flying bulldog. The first two described the kind of space I wanted to create – somewhere people can immerse in creativity and set free. But then, I chose to go with something I created in a creative sketching exercise earlier this year. The mode I was in truly encapsulated the feeling I want to share through my brand. What better way to celebrate that, than having the art as my logo.





Luova huone

Trying out different fonts for my brand.


Sketching my logo.

Sketching my logo.

And now for my short tutorial: Create a simple box with a pattern. It sounds simple, but I had a tough time learning how to do it on my own. Thanks for my great teacher, it is now super clear. Of course there are all these super effects that you can use to make your box really pop out, but sometimes a simple one does the job! Let me know how it goes!

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Moko Sörnäinen – deco & cafe review

For over 20 years Moko has brought exotic and exciting lifestyle and decoration items to us in the cold country. I grew up with it. I remember being enchanted with the beautiful smells and colours of candles, snacks and decor items from distant places. Excitement would surround me in this gateway to colours, smells, experiences and exotic lifestyle. Quite something I had never experienced. Even as a youngster, I wanted to buy at least something small to take away with me from this different world.

Moko was spreading across Finland around a decade ago. They even had a small franchise in my itsy bitsy home town. Not quite sure what happened, but coming back to Finland a couple of years back, Moko had scaled down and moved its (only) flagship store in the outskirts of the centre. I was super excited that they opened another Moko in Sörnäinen, just a few blocks from my home. So in this post, I’m sharing with you my experience visiting the Sörnäinen branch last week.

First of all, I was excited to see my favourite letterpress items from ‘Rifle Paper’ and the go-to lifestyle magazine Kinfolk appear on the Moko counters. Also, the space, an old hat factory, was superb with its vast and airy space. The cafe side had room to accommodate at least 50 people I’d say. Apparently it was the intention to make this branch more cafe and less shop, with the other one in Southwest centre the other way around. I’m not sure if this was done in order to capitalise on the surrounding lunch-hungry white collar worker masses stuffed in the blocks around the shop, or an actual move to make a culinary exploration. Tea selection was good but the salad, baguette, danish/cookie selection was disappointingly basic Finnish no-effort. Maybe I was there the wrong time. The photos from their weekend brunches look yummy. I guess, I was expecting something exotic, daring and new from Moko’s cafe side.

The Moko space looked perfect for lounging, meeting up with a creative group of friends for a brainstorming break, knitting class or some sort of potluck, book club or poetry society stroll. The space made me want to stay there for hours and soak in the creative, calm and cozy atmosphere. Which leads to my second problem with the whole thing. It closes at 5pm. That is insane! My favourite cafe, Le Pain de Quotiden, in London was open 7am-10pm. OK, that’s maybe not doable for Helsinki, but at 5pm people get off work and go get a coffee with friends. Even want to have a bite and might buy some things. This place should be open until 8pm. There should be events/get-togethers happening there. With the cultural peeps relocating to Suvilahti factory halls, this new Moko location can prove to be a hit. But it makes me wonder, why they go for outskirt central areas. Even a smaller joint in Kamppi or Kluuvi would be lovely and attract people’s attention. Perhaps they want to be less commercial or avoid competing with Indiska. At least Moko has a web store, so the rest of Finland can still buy their Moko favourites online. Another big plus for Moko branding is their presence in social media. They are pretty active in Facebook, write (somewhat occasional) blog posts and have an inspiring collection of Pinterest boards.

So my to summarise my experience at Moko and add my wish list:

I love:
+ great space
+ the new stationery from Rifle Paper
+ thanks for bringing us lifestyle, cooking and crafts books otherwise difficult to find in Finland
+ yummy foodster packages
+ exotic furniture and fabric products we have loved for over 20 years
+ great shop styling
+ bookable ‘conference hut’
+ great social media and extensive fan base

I’m not sure about:
– the quality and selection of foods in the cafe
– opening times
– overall location strategy is a mystery (while I enjoy this particular location)
– a little bit too much of pastel princess items which are not in line with Moko’s best style
– lots of people working there, I saw 6 staff members 3-5pm

> some exciting new Moko recipes for the cafe.
> extended opening hours
> would be wonderful if Moko would (co)organise artsy events in their spacious cafe.
> would be great to hear the Moko story, read about the travels behind the shop items, recipes of Moko-specialites. Who are the two sisters behind Moko and what is their vision.
> more authentic and unique Moko finds.

All in all, I DID enjoy the new Sörnäinen Moko. And lucky me, I get off at 2pm everyday, so there’s a chance I’ll be hanging out there.

Moko on ollut suosikkikauppani jo pidemmälle toista vuosikymmentä. Ihania eksoottisia, tuoksuja ja värejä täynnä olevia löytöjä voi nyt tehdä myös ihan kotikulmillani Sörnäisissä. Paikalla on myös iso kahvila, jossa voisi viettää enemmänkin aikaa. Harmi vaan, että ovet sulkeutuvat jo klo17 arkisin. Mokon vankka sisustusosaaminen on nyt saanut joukkoonsa myös paperitavaraa ja ihania kirjoja. 

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Vintage finds

I have recently made some amazing finds in flea markets, the streets (!) and antique stores. There is a second hand heaven in my home town Lahti, it’s called Lanttila, where you can find fabrics, tea sets, cutlery, mason jars etc with just a few euros. My new favourite for a selection of well curated vintage finds is Olohuone in Kallio. They have a cute cafe and occasionally organise creative workshops. Below some items I got for myself.

  • Lanttila flea market / second hand self service market in Lahti: website and directions.
  • Olohuone second hand & lifestyle shop and cafe in Kallio, Helsinki: website and blog.

Walking home from my design course, I ran into a pile of old furniture on the street. The construction men were bringing them out of an apartment building. So I decided to ask if I could take this cute old red chair. And there I was: carrying a chair around Kallio today. Such a shame that they were not taking the furniture to a flea market – there could have found a new home. The red chair feels like it has been mine for ever now. It just found its place with me.

The stuff on the chair: USSR rose and gold lined tea set 2,50 euros (Lanttila), wooden and steel spoons 2 euros (Lanttila)m silver(ish) candle holders 2 euros (Lanttila) and the tin box plus glass jar both from Olohuone at 14 euros. The old metal box with a cross on top are from Ankara, Turkey. The cross was a gift from the antique shop owner when I bought the old metal box. The shells are from Prince’s Island in Istanbul, Turkey.

Finds flea market finds flea market finds flea market finds

And here are some iPhone pics (sorry!) from Olohuone cafe and shop. They share my passion for jars and tin boxes. Must sign up for their creative evening workshops. The shop opened just a few months ago, and is run by two ladies: an aunt and her niece. They are from Kuopio and bring most of their second hand items from Kuopio’s best hidden gems.

Olohuone Olohuone Olohuone Olohuone

These wall baskets (?) were just begging for me to take them home from Lanttila. A few euros each, I have them hanging on my empty kitchen wall. Not sure what to put in. Maybe flowers?

wall baskets

These vintage 3D Viewer Reels were showcased in Private Case stationery shop in central Helsinki. I’d love to find some for sale and perhaps make my own 3D images. I used to love these when I was a kid.

Check out Private case shop in Pieni Roobertinkatu, Helsinki.

3D specs 3D specs

This is a red poncho I found for 5 euros in Lanttila. I think it has just the retro feeling for this winter. I wear it with jeans. The porcelain beads are vintage from Beijing.

Indian winter

Below my new favourite winter coat. It is made by a Finnish company called Master Coat that no longer exists. But they were known for their quality coats. This wool coat has such beautiful natural texture. And it only cost 15 euros in Lanttila. It’s second hand but never used.

Master coat

Scandinavian christmas style prints

I can finally share with you a Christmas campaign I made for a customer. This series of six prints called ‘Mummolan joulu’ (Christmas at grandparents) was inspired by Scandinavian christmas decoration and fabrics from 1950s-1980s. In those decades it was common to have strong coloured prints on fabrics made of jute, linen or cotton. Famous artists of that era were Martta Wendelin and Jenny Nyström. Their creations spread across the frozen lands in postcards which were sent to friends and family. The printed fabrics would make the Christmas decoration colourful each year.

The series ‘Mummolan joulu’ wants to bring back memories of those colourful Christmas times at your grandparents. Feel the sweet smell of christmas cooking, warmth of fire and sauna, contrasting to the cold snowy landscapes.

I’d like to have these images printed on fabrics, for example in tea towels or just decorative hanging fabrics, and for Christmas postcards. At the moment, it is possible to order these prints in frames because my customer is a photo frame company Eiri Kehys in Finland.

Click here for my mood board for inspiration from 50s, 60s, 70s and 80s Scandinavian Christmas on Pinterest.

Order these prints in traditional Finnish frames and check out my customer Eiri Kehys.

Tänään voin vihdoin jakaa blogissani jouluaiheisen kampanjani kuusiosaisen sarjan. Olen suunnitellut työt muistellen lapsuuteni jouluja, jolloin äidilläni oli monenlaisia värikkäitä kankaita ympäri kotia. Sarjan olen nimennyt Mummon jouluksi, sillä haluan palauttaa näitä ihania värikkäitä ja perintekkäitä jouluaiheita takaisin pohjoismaisiin koteihin. Tutustu ylläolevasta linkistä inspiraatiokarttaani Pinterestissä. Kuvia tehdessä mielessä pyöri glögin, pipareiden ja kuusen tuoksut. Olisi myös ihanaa jos voisin tehdä sarjasta kunnon printit joulukorteiksi ja erilaisiksi liinoiksi. Nyt niitä on siis ainakin saatavilla 60-vuoden perinteellä suomalaisesta kehystämöstä Eiri Kehyksestä (linkki myös yllä). 








Studies: Creating a marketing campaign for Beetle

Today was the final day of our Marketing and Advertising course on my Graphic Design studies. We had quite a big campaign to create for our final project. It took many sketches, late nights and self-doubt. There is always something you want to change after you present your work, but at some point you just need to stop and finish it. So here is my campaign for Volkswagen Beetle.

features: a 3-page magazine ad, an ad for the Tube, a 4-page postal direct mailer, a website front page and a 3D object.
target audience: Londoners in their 20s-50s.
my objective: to establish the Beetle as a landmark and icon for London and a must-have car for Londoners.

Here is my three pager ad for a magazine. After that you’ll see some of my sketches and in the end a gallery of my entire campaign.


Sketching started off with a road trip idea
Some of my sketches below. I was trying to capture the feeling of road trips. There’s an iconic route from London to Brighton, around 100 miles South, and what better way to experience the journey than with your family and Beetle. You can see the beautiful South Downs and a bit of British countryside. Plus there are lots of cute little towns to stop by.

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And finally I decided to ditch the road trip and just focus on London. Those you have lived/visited in London will recognise the elements I’ve used to create the London look&feel.

The direct postal mailer – 4 pages

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And here is the website front page and Tube ad.

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