YOU HAVE BEEN A PART OF THE BRAND CREATION PROCESS FROM DAY ONE. WHAT DOES LAPONIE MEAN TO YOU?
Having the opportunity to work with a brand from the very beginning, being involved with everything from brand strategy, identity design, and communication concept – all the way to packaging design and execution – is a rare treat. So in a way, Laponie has become a very personal project for me. Seeing the brand come to life and continue to grow is extremely rewarding, not only because of my role in the branding, but because I also truly believe in and support all of the Laponie values from my own consumer point of view. It feels good to work with a brand that is so committed to skin health, quality, ethical production, and sustainability.
WHAT WAS THE PROCESS LIKE WHEN CREATING THE VISUAL LOOK OF LAPONIE?
The essence of Laponie lies in its Scandinavian origin, and therefore it was clear from the beginning that this was a logical starting point for creating the visual language. The decision to commission illustration from a local artist as the key visual element felt very natural, because it would give us an opportunity to not only create something completely customized for the brand, but also to draw from the rich art and design heritage of Finland. This would allow us to craft an identity that was not only true to Laponie’s authentic Scandinavian roots, but was also visually unique in the already-saturated skincare industry.
The colours found in Scandinavian landscapes, together with the inherent qualities of the product itself – pureness, naturalness, simplicity, and effectiveness – were key in defining the colour world. Muted tones inspired by the forests and skies of the Nordics reflect the environment from which the brand originates – and are recognizable as hallmarks of Scandinavian product and interior design.
We considered several different styles of illustration in the process of creating the visual language – but were immediately attracted to Aino Maija Metsola’s intuitive and abstract way of interpreting nature. We provided a loose brief, in which the colour palette was already defined, as well as the brand concept. The resulting artwork, a composition of shapes and textures inspired by the landscapes and climate of northern Finland, is a perfect expression of freshness, gentleness, and naturalness. But there is also a sense of imperfection, moodiness and unpredictability – something that is not only a real defining factor of Nordic climates, but also a metaphor for founder Kristina’s concept of “skin days” – in which Laponie products are designed to suit different skin conditions rather than skin types, recognising the fact that skin needs can vary from day to day, just like the weather.
WE ARE A NO-NONSENSE AND MINIMALISTIC BRAND, HOW DOES THIS COME ACRIOSS IN THE ARTWORK AND PACKAGING?
Many might instinctively assume that a brand which claims a no-nonsense, minimalistic attitude ought to be clean white, with plain and simple text, nothing more. And yes, that’s one way to do it, but we didn’t want to be among the hundreds who already have taken that path. What we have hoped to achieve is a delicate balance between clean simplicity together and hand crafted authenticity, to express the personal care and commitment to quality which stems from the fact that Laponie is, from the start, founder Kristina’s passion project. So it feels entirely appropriate to have created a visual look and feel which has an emotional quality as well.
The no-nonsense, minimalistic approach is also applied in every choice we make with regards to materials and components – as we use only what is necessary to protect the actual product in transport, and all components are optimized in terms of sustainability.
Click here to read our interview with Aino-Maija Metsola, the artist who created the unique piece of art from which the abstract elements on our packaging come from.