PENTIK – Art direction, communication concept, design
50 years of bringing beauty home
The business target
How to celebrate both past and the future?
Year 2021 was very special for Pentik. It was the time when the iconic Finnish family business celebrated its 50-year-long journey, but also it was the time when they set the direction for their future – the next 50 years. To celebrate the anniversary, Pentik asked Kuudes to design a campaign concept that would crystallise the true heart of their story and make Finnish consumers proud and excited about both the past and the future of the brand everyone knows.
Made in Posio
To find out what Pentik really is about, we travelled to Posio in Lapland and spent some time with the founders of the company, Anu Pentik and Topi Pentikäinen. We were amazed to hear such unbelievable stories of their journey that we wanted to make these stories the core of the anniversary concept. By telling the stories behind people, places and products, we also encouraged Finnish consumers to share their most memorable moments with Pentik. With the visual concept we wanted to underline the high–quality, timeless design that fits the future as well.
Pentik is a story of will and skill, thirst for life and passion for art. It’s a story about family, friendship and the power of working together. It’s a story about Nordic nature and the longing for beauty. A way of life. But most of all, it’s a story of the ability to challenge yourself, rise up, and be reborn over and over again. This is why Pentik has been making homes more beautiful and winning hearts for over half a century.
The Pentik 50th anniversary visual identity is inspired by the turning of a potter’s wheel and by the memorable gatherings of friends and families around tables, enjoying delights served from Pentik wares.
From clay to gold
”Is this just the principal’s wife tinkering around or is this going to actually be a business,” the bank manager asked, but still agreed to give the loan. It was the early 1970s. While everyone else was moving out of Posio, the Pentikäinens had moved in. The log cabin that connected the ceramics workshop to the café quickly became such a popular shopping and tourist destination that the only place the family could get a good night’s sleep was under the benches in the sauna. Word of mouth spread and the press gushed and glowed over the self-taught beauty who was boldly living her dream in the heart of Lapland. They sold everything they had time to make. And soon enough she opened a store on Helsinki’s Esplanade and packed a dictionary in her purse and flew all the way to America. Fifty years and many more stories later, Pentik from Posio has grown into one of Finland’s most successful design companies.
For more information:
Jari Danielsson
CEO, Kuudes Nordic
jari.danielsson@kuudes.com
+358 40 730 9612
