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:

Screen Shot 2014-01-08 at 23.25.14 Screen Shot 2014-01-08 at 23.25.25 Screen Shot 2014-01-08 at 23.25.39 Screen Shot 2014-01-08 at 23.26.00

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

maustekamppis_julisteet-01 maustekamppis_julisteet-02 maustekamppis_julisteet-03 copy

Marketing campaign: Recipe book ‘Spice Manifesto’ 


Marketing campaign: Shop-in-Shop concept for supermarkets

Media2_Ständi_AnniLeppanen Ständi_maustekamppis-01


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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It’s not Spring or even summer, but I felt inspired by these blossoms and the colours of the image. Pretty much following on similar colour scheme as yesterday.The original photo is actually  from an IKEA advert. I found it on Lili Halo Decoration blog. I drew a few versions with different background colours and also tuned down the clutter. I feel like diving into those pastel shades of pink and brown.

While you breathe these blossomy colours in, listen to Yann Tiersen ‘Toujours Là’.


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IKEA inspiration

Decor inspiration

I was really inspired by this cosy coloured living room in Deco magazine’s Habitare edition (9/2013). The furniture are all sold by Vepsäläinen. The colour scheme really caught my eye and most of my work today used its colours. Here are my illustrated and scanned versions of the set-up, and also a deer illustration. Hope they inspire you to create a new Autumn decoration for your home. I’m definitely dreaming about powder pink, copper, greys and round clean shapes.


Skannaus 30



Character illustration – part 1

Characters, characters! They are everywhere. At least lately. I’ve just finished a two-week course on character illustration and last week I attended a weekend workshop on the same topic.

The mantra of the illustration course was to simplify. Meaning that not everything needs to look perfectly realistic – actually, characters should look pretty unrealistic to reach their full potential. Highlighting the character’s certain personality, power or ‘character’ can be best reached through adding something unrealistic to it. Such as making it an animal, distorting the proportions (adding a big nose) or having the character do something pretty absurd. My classmates have great examples in all of these categories. Some of their works can be found on the Graphic Designers Blog. It’s great to have such immensely talented classmates. In my next blog post, I will show my work from the course.


Characters, characters! workshop at Kaupunkiverstas

These workshops were organised by a talented group of young designers. A designer called Yasmin had put an immense effort into organising these workshops with her own funds and working hard to make it all happen. Kaupunkiverstas, our location, is a unique Helsinki city project, a sort of library space. Except, instead of books, it’s full of computers, 3D printers, a hefty Cintiq, laser printer and other pretty cool stuff. And their use is for free! There are a couple of guys working there to show you the ropes, so anyone can go in for a go. So far, the space is open for a limited amount of time. Hope they find a way to keep funding it!

Read more about Kaupunkiverstas (in Finnish). More information about Kohtaamispaikka@Lasipalatsi space.

Blog and info about Characters Characters workshop.


On Saturday, we drew characters and designed vinyl stickers. The theme was ‘Action’ and ‘action heroes or antiheroes’. ‘Action’ was also the theme for Helsinki Design Week this year. I made a flying dog (that people thought was a cat). I made a pink version for a bag and a smaller golden version for sticking to places like my laptop.



On Sunday, we continued with the stickers and also did some work on 3D-printed characters and customised our own DIY-Munny. Apparently these DIY-Munnys are quite a big thing on the internet – there are actual competitions for ‘pimping’ them.










Here are a few great designers that were presenting their work at the workshop: