New work for Brunberg

Brunberg’s classic confectionery Alku has been renewed. The toffee, which has delighted Finnish sweet lovers since 1909, has received a new visual identity, an updated logo, a more colourful packaging look, and redesigned product-specific wrappers. The aim of the renewal was to bring this beloved classic into the present day in a way that preserves its recognisability while strengthening its shelf impact.

Alku is an exceptionally strong part of Finnish confectionery heritage, so the key to the renewal was balance: the legacy of the classic was not to be hidden, but clarified. In the packaging design, the product’s warm and approachable character was retained, while the overall look was sharpened to feel more modern, clearer, and more appealing.

The renewed identity is built around the updated Alku logo, a bolder colour palette, and fully redesigned wrappers. Each flavour was given its own distinctive visual world, making the products easier to differentiate while supporting the growth of the product family. At the same time, the overall system makes Alku more visible on the confectionery shelf and speaks to both long-time fans and new consumers.

Copywriting: Anni Paltemaa 
Product photography: Christian Jakowleff 
Food stylist: Jasmin Helmi

“With Alku, we wanted to create a design that catches your eye, sparks joy, and makes your hand reach for the pack before you even realise it.

Created alongside Brunberg’s visual identity renewal, Alku’s new logo was drawn in the same expressive, crafted spirit as the renewed Brunberg script, creating a stronger connection to the Brunberg family.The logo became the hero of the packaging—blown up and transformed into a flowing, never-ending pattern that moves across the packs like a wave of flavour. It creates movement, appetite, and that irresistible little thought ‘I want to try it… and maybe just one more.’

For the classic toffee, we replaced the original red with a warm toffee brown and cream palette, giving it a more premium and elegant feel for everyday treats, gifting and celebrations. Across the rest of the range, bright flavour colours bring freshness and clarity, while metallic gold and silver details celebrate Alku’s heritage. The result is playful yet timeless—a bold new look that feels both fresh and familiar.

We loved bringing this vision to life, and seeing the final packs come together was the sweetest part of the process.”

-Kuudes Design Team