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Advertising

Fiskars Group unveils new identity following rebrand

By Olivia Atkins, Writer

January 23, 2019 | 2 min read

Finnish consumer goods company, Fiskars, has revealed its renewed brand identity, which is star-shaped to emphasise the campaign’s tagline ‘Making the everyday extraordinary.’

With a portfolio boasting some of the world’s most recognised consumer products, Fiskars are often considered experts in the everyday.

The new logo was created by DesignStudio in collaboration with Fiskars Group with an aim to unite the group’s identity and make the brand’s vision easy for its employees, stakeholders and wider community to define.

Fiskars Group originally began in 1649 as an ironworks company, creating tools for farmers before acquiring other household brands and evolving into the international company it is today.

To fully capture the spirit of Fiskars, DesignStudio immersed themselves in the company’s ethos, travelling to all its consumer brand’s flagship stores, production sites and even the village that birthed the brand. The Fiskars Group purpose was developed to communicate the common role their brands play in consumers' everyday lives, and the impact the organisation has on the people’s quality of life. Fiskars Group then asked DesignStudio to craft a brand around this central idea.

“Our new identity is inspired by our DNA,” said Fiskars Group’s chief marketing officer, Alexander Matt. “The symbol for Everyday Extraordinary is a catalyst for the connections between brands, people and ideas. The graphic language highlights and celebrates the extraordinary moments when people and ideas come together.”

To coincide with the launch of the new logo, DesignStudio were also behind the accompanying campaign film (below), which captures snapshots of people’s routines but doesn’t reveal their faces - using the branding as the highlight of the film instead.

“Our new symbol, logo and visual look connect our brands and our people and help us show the world how strong we can be together,” said Fiskars group president and CEO Jaana Tuominen. “We embrace different people and ways of thinking and continuously explore and learn about the everyday, so that we can make life better for each other and the world around us."

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