Juuri by Werklig Looks to History for Branding Ideas

By: Jamie Danielle Munro - Published: • References: werklig & lovelypackage
Juuri is a type of rye brand that's looking to expand its reach outside of Finland over the next decade. However, first it needed an identity that could stand the test of time, which is where the Werklig agency came in.

The agency wanted to ensure that the branding would still be relevant in a couple of years time, so when with a very simplistic concept, focusing on the font. The font actually comes from a battle memorial engraving situated beside the distillery building where the rye is made. A new typeface was designed from this called 'Napue Sans,' which makes this branding quite distinct. Hopefully it does stand the test of time due to this branding. Stats for Historical Font Rye Packaging Trending: This Quarter & Warm
Traction: 300 clicks in 15 w
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Concept: Juuri
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Segment: Males, 18-35
Comparison Set: 31 similar articles, including: evolutionary brand logos, geometric lifestyle packaging, and perfume-like laundry bottles.