Taking Nordic oats to new markets.
Fazer Aito
Nutrition from the North
The most nutritious oats in the world are grown in the Nordics. Above the 61st latitude, the extreme climate is perfect for rearing hardy and nutritionally-rich crops. Fazer Aito is a leading Finnish oat drink brand that has been proudly using these oats throughout its diverse portfolio of products for years.
With ambitions to grow and expand its brand into new markets, Fazer Aito required a distinctive new identity that could tell its brand story. They were also consolidating two existing brands under the same new umbrella brand. The new design had to capture its Nordic origins and the nourishing nature of its oats in a fresh, ownable design system that would engage with both existing and new consumers.
With ambitions to grow and expand its brand into new markets, Fazer Aito required a distinctive new identity that could tell its brand story. They were also consolidating two existing brands under the same new umbrella brand. The new design had to capture its Nordic origins and the nourishing nature of its oats in a fresh, ownable design system that would engage with both existing and new consumers.
Brand redesign
Brand guidelines
Brand strategy
Packaging
Brand communications
Social media
Motion
Innovation
“We wanted to build a brand whose mark really encapsulated the brand and product story. We then built a world around that mark to complement and enhance its personality, for a bold brand look that was uniquely Fazer Aito.”
Adam Wilford
Creative Director, BrandMe
Insight.
Using story for standout.
With non-dairy alternatives and brands appearing everywhere, consumers are spoilt for choice. Category leaders offer trust and reassurance, but new challenger brands were bringing more excitement to the shelves.
Our challenge was to capture both the existing trust the brand had established, and elevate its story and personality to create relevance. Through design language we wanted to build an emotionally engaging brand that people could connect with in every way.
Our challenge was to capture both the existing trust the brand had established, and elevate its story and personality to create relevance. Through design language we wanted to build an emotionally engaging brand that people could connect with in every way.
Approach.
Crafted calm.
The new brand look was designed to feel abundant yet calm, colourful but natural, with a clean, characterful illustration style. With every element we celebrated Fazer Aito’s Finnish roots and an informal, approachable tone of voice meant the brand could better communicate its story.
Realisation.
To bring the brand to life further, we crafted detailed brand and packaging guidelines that help leverage the brand’s history and character across multiple touchpoints, for various different markets.
