# Italian Artful Brand Refreshes Iittala Refreshes its Brand as an Opus for the Glassmaking Brand By Amy Duong | Published 2024-02-27 | Art & Design Source: Trend Hunter, https://www.trendhunter.com/trends/iittala References: [design-milk](https://design-milk.com/iittala-enters-new-era-with-an-opus-on-glass/) & [redirect.viglink](https://redirect.viglink.com/?format=go&jsonp=vglnk_170897984202610&key=6ab1d62aaf9dbafae96546ba3ca1b2ac&libId=lt3e6s4j0100x1tt000ULhn7jtvc6&loc=https%3A%2F%2Fdesign-milk.com%2Fiittala-enters-new-era-with-an-opus-on-glass%2F&v=1&out=https%3A%2F%2Fwww.iittala.com%2Fen-gb&ref=https%3A%2F%2Fdesign-milk.com%2F&title=Iittala%20Enters%20New%20Era%20With%20an%20Opus%20on%20Glass&txt=%3Cstrong%3EIittala%E2%80%99s%3C%2Fstrong%3E)  [Iittala](https://www.trendhunter.com/trends/filigree-series) is a brand that reigned from Finland -- it has been a [heritage glassmaking brand](https://www.trendhunter.com/trends/pavilion-set) since 1881. Now, the brand is getting a refresh which is an opus of the original launch. The year-long process is marked by a unique exhibition that is both audio and visual. It celebrates the new angle of creative direction with the launch of a [new logo](https://www.trendhunter.com/trends/comprehensive-brand-transformation), two new capsules, and a special collaboration. It highlights only a peak of the upcoming new designs and creative processes. All of the efforts involved fuse the opinions of the company and all the customers to create a playful future whilst celebrating the pioneering craftsmanship. Janni Vepsäläinen leads the ideas and is the new creative director of Iittala. Image Credit: Iittala ## Trend Insights (Trend Hunter) - Score: 1.8/10 - Popularity: 16% | Activity: 15% | Freshness: 22% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, South America, Europe, Asia, Africa ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Art & Design](https://www.trendhunter.com/artdesign) ## Key Themes ### Why This Trend Is Growing - **Brand Refresh Opus:** Exploring the artistic potential in refreshing a heritage brand through unique collaborations and creative processes. - **Creative Direction Evolution:** Embracing a new angle in creative direction to drive innovation and capture customer interest in a heritage brand. - **Pioneering Craftsmanship Celebration:** Honoring the legacy of craftsmanship by engaging customers in a playful future through a brand refresh that melds tradition with modernity. ### Industries Being Reshaped - **Glassmaking:** Opportunities for glassmaking brands to reinvent themselves through creative collaborations and innovative design approaches. - **Home Decor & Design:** Innovative possibilities in the home decor industry by reimagining traditional brands with fresh creative directions and customer involvement. - **Retail & Consumer Goods:** Disruptive potential for retail and consumer goods industries by infusing legacy brands with new energy and customers' perspectives for a playful and forward-looking future. ## Related on Trend Hunter - [Modernized Cookware Rebranding Initiatives](https://www.trendhunter.com/trends/lagostina.md) - [Light-Manipulating Tableware Pieces](https://www.trendhunter.com/trends/iitala.md) - [Re-Imagined Furniture Identities](https://www.trendhunter.com/trends/herman-miller-2024.md) - [Premium Clean-Cut Drink Branding](https://www.trendhunter.com/trends/sparkling-ice-branding-refresh.md) - [Redesigned Bold Beer Brands](https://www.trendhunter.com/trends/peroni-smith-lumen.md) - [Milan-Honoring Aperitif Packaging](https://www.trendhunter.com/trends/campari-bottle.md) - [Sparkling Water Anniversary Packaging](https://www.trendhunter.com/trends/spellegrino-and-future-brand.md) - [Re-Designed Family-Owned Olive Oils](https://www.trendhunter.com/trends/itxart-olive-oil.md) - [Casual Pizzeria Marketing](https://www.trendhunter.com/trends/uk-pizza-chain.md)