“Food Made by Mothers”
“Food Made by Mothers” is the brand message of Saarioinen, a convenience food manufacturer from Central Finland. In the course of 60 years the company grew from a small lakeside manor to one of Finland’s major food makers. It has production sites in six different parts of the country. While various international food products are offered, orientation on homemade-ness and home country-ness (“kotimainen”) and traditional Finnish food culture have always been major feature. On the occasion of the 60th aniversary of Saarioinen Espoo-based agency Remes & Packart did a redesign for the packaging which stresses the point.
The new packaging design follows a clear concept with simple structure and the main typographic elements positioned on a compact lable area. This makes navigation easy and leaves ample space for illustration on the surroundings. An important brand feature is the use of Finnish script font ALS SyysScript (“Script of Autumn”) in brightly colored headlines paired with elegant slab serif PMN Caecilia for content information and Swedish translations. As a rule, the production site within Finland and the Finnish quality logo are placed prominently and thus confirm the brand message.
“Spinach soup prepared with Finnish spinach” and “Rice mash – A new recipe, still more tasty than before” – Finns love their traditional food.
Even in Finland somewhat exotic: Smoked reindeer meat–cheese soup.
