Featured image for Kalevala Packaging Reform

Kalevala Packaging Reform

by Jessica Deseo on 01/15/2021 | 4 Minute Read

Editorial photograph
Editorial photograph
Editorial photograph

Kalevala Jewelry, an iconic Finnish jewelry brand taking its name from Finland’s national epic, hired us to reimagine their brand as part of a major strategy seeking strong growth and increasing desirability among new consumers. We were trusted with the delicate task of reviving and modernising their brand, while at the same time strengthening the bond to their past and backstory. In this process was also the merger of Lapponia, another legacy brand owned by Kalevala Jewelry, into the main brand and a name change to simply Kalevala. We were tasked to work on all aspects of this new brand, and as a part of the major brand renewal, the packaging concept needed a complete redesign. The company's jewelry offering includes a great variety of different types and sizes of jewelry, for which a considerable number of different package sizes had been created. One of the goals was to cut the number packages.

Editorial photograph

Bringing idea to the life We reduced packaging models to four different sizes, to save both in costs and ease the logistics. With the unique book concept, we designed the entire packaging structure from scratch to meet the exact requirements. The packaging was made of very high quality so that people would like to save the packaging and keep their Kalevala jewelry in the original packaging, and maybe even other jewelry. The images for packaging were inspired by Northern nature, but not in the classical sense. We wanted the mythical, mystical and dramatic national epic to shine through. Something ethereal hiding just under the surface of still lake water in a deep forest. To create a mystical atmosphere in the images, we used Lumen printing. The photos are created on a photosensitive surface as a shadow image, utilizing light. Familiar throughout the identity, we used the same shapes of classic photo frames in the packaging too. There is always a “book name” on the spine of the book. There are several different ones, creating your own book series. On the back

Editorial photograph
Editorial photograph

Insights and Strategic idea We wanted to respect the themes important to Kalevala; The origin of the Kalevala, Finnish craftsmanship and design. A design concept that frames and highlights the jewelry and creates a recognizable and dedicated packaging style for the Kalevala. Since the Kalevala is Finland's national epic, it was very natural to design the packaging to resemble a book. This idea served as the core of the entire packaging concept, and the storytelling at the heart of the brand concept is concretized into this book-packaging concept. The consumer experience has been carefully considered. What is it like to get it as a gift? What is it like to open the package? This packaging is worth its jewelry and thus enhances the value of the overall consumer experience. This carefully thought-out whole is reflected in the choice of materials, design, opening mechanism and finishing. The quality of the packaging also follows the brand’s story “Kalevala is more than just jewelry”. One could even say “packaging is more than just packaging”. This story stays on your bookshelf.

Editorial photograph

Bringing idea to the life We reduced packaging models to four different sizes, to save both in costs and ease the logistics. With the unique book concept, we designed the entire packaging structure from scratch to meet the exact requirements. The packaging was made of very high quality so that people would like to save the packaging and keep their Kalevala jewelry in the original packaging, and maybe even other jewelry. The images for packaging were inspired by Northern nature, but not in the classical sense. We wanted the mythical, mystical and dramatic national epic to shine through. Something ethereal hiding just under the surface of still lake water in a deep forest. To create a mystical atmosphere in the images, we used Lumen printing. The photos are created on a photosensitive surface as a shadow image, utilizing light. Familiar throughout the identity, we used the same shapes of classic photo frames in the packaging too. There is always a “book name” on the spine of the book. There are several different ones, creating your own book series. On the back cover you will also find the back text of the “book” that tells the story of the Kalevala.

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