BRUKETT – Design strategy, visual and verbal identity, website and application design
Building a lifestyle brand
The business target
From a hidden B2B player to a bold innovator
Brukett, previously known as Uniq Drinks Finland, is a powerhouse of prominent beverage brands with both own production and import. Despite their major role in the Finnish business landscape, they were rather an invisible player, distant to the consumer. The company is a part of Heino Group, the family-owned food and drink industry icon, founded in 1899. In addition to international classics, Brukett is known for their local brands, Suomenlinna Brewery, Noita Winery, Fiskars Brewery, and Ärgäs Distillery. They already had exquisite products, now it was time to transform the modest B2B operator into an appealing, distinguishable, and modern lifestyle brand.
The brand is all about choices of good taste – sustainable and high-quality beverage innovations. The experiences and products please not only our palates but also the planet. We built a solid communication concept and brand story that summarises the uncompromising, experience-driven attitude of the brand. In the process, Uniq Drinks Finland was renamed as Brukett, a tribute to the Swedish word Bruket (en. mill) – giving a crafty touch to the brand.
Website
The website brings it all alive – the stories, the destinations (Veitsitehdas & Suomenlinnan Panimo) as well as the actual products, deliciously showcased. In contrast to the previous Uniq Dinks Finland website, we wanted its successor to cater for a wider audience. The website offers inspiration and information for anyone keen on ecological and sustainable beverages, from your everyday epicure to the professionals of the industry. We wanted the editorial content – such as stories, recipes, and news – to take the leading role. Therefore, the layout draws inspiration from first-rate lifestyle magazines.
Visual and verbal identity
The Brukett identity needed to be distinguishable but still work as a neutral platform for various content and brands. The logotype is powerful, almost authoritarian, something that reminds of a newspaper or magazine frontpage. The colours play with the deep, rich hues of the products – the burgundy of a red wine, a fiery orange of an IPA or a cloudy pale tone of a natural white wine. Smart and approachable tonality was implemented in all channels. Like Brukett itself, the identity is a frame for sparkling experiences and stunning taste journeys.
Brukett is a house full of hand-picked, drinkable experiences. We curate ecologically sustainable products, drinks experiences worth visiting as well as content providing you inspiration. The whole idea is to make the good choices easier.
Results
“Working with Kuudes has been a pleasure. Well-orchestrated project lead, talented visual expertise and the deep experience in creating a brand identity made the demanding project smooth and the result is outstanding. Our new company name fits us perfectly, and the visual identity works very well in different applications like our new website, the lifestyle-magazine-like brochures, the business cards or visibility elements at events. We at Brukett are very pleased with our new brand and it certainly is a great base to build our story around sustainable consumer experiences further.”
– Laura Järnefelt, Marketing Director
For more information:
Michael Biaudet
Country Manager, Senior Strategist
michael.biaudet@kuudes.com
+46 702 605 248
