Food from Finland / visual brand identity

78% of Finland’s total area is covered by forests and so-called every-mans-right allows anyone to pick wild berries, mushrooms and such from the wild. Almost all Finns have at some point of their lives picked something from the forest or at least from the closest market for those very few urban Finns. Food from Finland and its “Naturally Delicious” concept brings Finnish delicacies from traditional Finnish woodchip baskets into the international shopping baskets worldwide. Main export products are oats-, wild forest berry-, meat-, dairy- and “free from”-products (e.g. glutein-free and lactose-free), premium spirits and craft beers among other delicacies and national specialties like liquorice and salty liquorice. This national export project, managed by Finpro, is definitely one of the most ambitious, dynamic, intensive and the most memorable that we’ve been collaborating with so far. During the past three years we have helped accomplishing numerous national pavilions at international professional trade fairs in Europe, Asia and Middle East with rather tight-fitting lead times. We have developed, designed, built and simultaneously executed the entire concept together with food industry stakeholders and hundreds of professionals; gathering experience, feedback and improving the concept.

CLIENT: Finpro – helps Finnish SMEs go international, encourages foreign direct investment in Finland and promotes travel to Finland. SERVICES: Visual brand identity (2010), visual touchpoint creation, development and implementation (2014 – 2017) YEAR: 2010 – 2017 CREDITS: Concept founder: Eeva-Liisa Lilja, visual identity: concept created in collaboration with food branding specialist Heidi Uppa, slogan: in collaboration with group of industry stakeholders, story: in collaboration with Eeva-Liisa Lilja and copywriter Alex Frost, photographer: Liisa Valonen, bodytext typography: following Finnish national identity guidelines, magazine concept: in collaboration with Kati Kilpinen, magazine graphic design: Matts Bjolin, magazine recepies: Bocuse d'Or representative of Finland 2016 Eero Vottonen, national pavilion design: in collaboration with all stakeholders and pavilion construction companies, visuals and graphics implementation team: Tero Juuti and Matts Bjolin, pavilion screen video production: Tero Juuti and Martin Jäger and 3D renderings: Nicolas Pratt / Another Angle. Great collaboration and input: thank you all participating export companies and representatives as well as Finpro export programme leaders Esa Wrang, Annaleena Soult and the whole team.