Bringing Back A Finnish Classic

After a 50-year break, Finnish beer brand Varasto comes back to market with a stunning yet tongue-in-cheek design by our New York studio.

The Sinebrychoff-owned brand launched early this month and has already exceeded all sales expectations with its sights set on becoming one of the top beer brands in Finland by the end of the year.

Sinebrychoff, Finland’s leading brewery, recognized the opportunity to add a new product to their robust portfolio that includes popular beer brands, Koff and Karhu.

Looking into the Finnish past, specifically in the city of Kerava, Sinebrychoff rediscovered Varasto, a clean and crisp beer originally brewed in the early 1900s.

Our challenge was to pay homage to Varasto’s heritage whilst also giving the brand a more contemporary feel that would appeal to a modern audience. For inspiration, we were provided with Varasto’s original label.

“The task was to explore how far the design needed to be refined to be relevant while also still staying true to the original,’ comments Katie Eaton, Creative Director at bluemarlin New York. “As the label was created over 100 years ago, the design and lettering was all done by hand, thus inherently there are slight imperfections as well as a certain amount of aging. This, however, just adds to its charm and we didn’t want to lose that.”

To maintain the integrity of the original design, it was key to not be overly stylistic. So the seal keeps those slight imperfections in the type as well as subtle bleeding of the ink to capture the brand’s nostalgia and convey its classic character. The starburst behind the badge provides a bit of depth and dynamism while also contributing to the design’s overall retro-feel.

The direct translation of the copy is ‘Storage Beer,’ thus the juxtaposition between the craft design and the seemingly generic copy gives the brand a dry sense of humour that will help it stand out in the market whilst appealing to the modern consumer.

 “It is extremely exciting to bring Varasto back to market as it is genuinely good beer that will undoubtedly appeal to consumers looking for a refreshing, easy drinking experience. The fantastic design successfully balances the brand’s rich heritage with its bright future with wit and style that will resonate with consumers in a real way.” Alexander Sneen, Vice President Marketing at Sinebrychoff.

Varasto is the first project to launch since we were selected as an agency of record following a radical restructuring of Sinebrychoff’s agency roster. Providing support in brand strategy and design solutions, our international network has been slated to work on numerous upcoming Sinebrychoff projects including an exciting brand creation as well as initiatives across their pillar brands.

“Sinebrychoff has an impressive portfolio of brands with rich stories to tell along with the enthusiasm to do something strikingly different in the market,” comments Mark Gandy, Global Brand Director, bluemarlin. “We look forward to partnering with Sinebrychoff as we draw upon our diverse team of creatives, strategists, and provocateurs to shape and elevate the exciting future of this established brewery.”

The oldest brewery in Northern Europe, Sinebrychoff is part of the Carlsberg Group.
 

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