Kuura — Branding an innovative renewable textile fibre made from wood grown in Finnish forests.
Role: Art Direction, Strategy
Collaborators: Sanna Lehto (Photography), Veli (3D Visuals)
The new product brand initiated by Metsä Spring needed a name, brand story, strategy and visual identity. The brand promise of Know Your Origins describes its fully traceable raw material. Kuura, the Finnish word for the crystalline frost formations that settle on trees, became the driving concept behind the symbol and cool colour palette – connecting to its northern forest roots.
The imagery features jacket made with Kuura textile fibre by Reracs, Japan.