Spirits & beverages Transforming a classic spirits brand for a new generation

Starting point

A classic Finnish spirits brand, known to almost everyone, carried a strong but dated identity: rough edges, rock culture, and a distinctly masculine image. The brief was to make it genuinely relevant to a more conscious, younger generation.

The challenge

Relevance couldn’t be achieved through aesthetics alone. To connect with a new generation, the brand needed to fundamentally shift how it behaved, not just how it looked. That meant moving away from tired associations and building a credible, long-term commitment to acting responsibly.

Our approach

We built a communications platform rooted in extensive audience data, defining the brand as inherently social: a drink that belongs to moments when something good is about to happen. From this foundation, we developed a visual identity, communication strategy, and a responsibility roadmap covering partnerships with small businesses, craftspeople, and initiatives supporting young people’s passion for music.

Execution & impact

The platform has since guided all brand activity, from customer experience, large scale events and collaborations to marketing communications. Our collaboration also extends into product development: through dedicated innovation workshops, we have helped create several new product concepts.

Iconic by heritage, relevant by choice