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Kalevala

Re-imagining a Heritage Retailer

Client

Kalevala

Reimagining a heritage retailer

Kalevala Jewelry, an iconic Finnish jewelry brand taking its name from Finland’s national epic, hired BOND to reimagine their brand as part of a major strategy seeking strong growth and increasing desirability among new consumers. BOND and Kalevala Jewelry worked in close collaboration with the delicate task of reviving and modernising their brand, while at the same time strengthening the bond to their past and backstory.
BOND was tasked to work on all aspects of this new brand from new logo and identity, store interiors, packaging and design of all touchpoints to verbal narrative, launch marketing and film.
Preference increased especially among the new target audiences; 8% among people aged 18‑24 and as much as 16% with ages 25‑34. The brand reform was also well received by the older groups as preference increased 13% with ages 50‑59 and 15% with people over 60 years. According to the company that conducted the research, they had not seen such a major development in brand perception before.
Also the website did well in a survey conducted in October with 2673 respondents, and a maximum score of 4.

An Oath to the Future

As a centrepiece of the project BOND created the platform VALA that means OATH in Finnish. By simply removing the first four letters in the brand name BOND gave Kalevala a way to clearly express their values in a way that ties directly to their name. This platform was inspired by the simple idea that not only jewelries are eternal pieces, but so are the bonds they create between people. So are the promises that come with them. This platform now forms the basis for marketing messages and Kalevala’s more value driven projects. A simple and flexible messaging system that will only grow stronger over time.

Mythical and modern

From packaging and in‑store look and feel, to jewelry packshots and jewelry on models, to brand and marketing images, multiple levels of photography were defined to address the need of very different types of imagery. The images for packaging and in‑store were inspired by Northern nature, but not in the classical sense. We wanted the mythical, mystical and dramatic national epic to shine through. Something ethereal hiding just under the surface of still lake water in a deep forest. These images were subtly animated to give them life on digital screens in the retail spaces.

Up close and personal

New brand images were created to support the platform VALA (Oath) in which the relationship between people and the promises we give each other and ourselves play a big role. Mothers and daughters, siblings, couples and generations. VALA also means celebrating the freedom to choose who to be and how to be. A promise, or oath, to oneself.

A well framed identity

Inspired by old framed photos of past generations, BOND translated shapes of classic frames into their simplest possible forms. This series of different frames are used throughout the identity as a strong brand element. Clear and recognizable at distance they are the backbone of the identity’s form language.A well framed identity
Inspired by old framed photos of past generations, BOND translated shapes of classic frames into their simplest possible forms. This series of different frames are used throughout the identity as a strong brand element. Clear and recognizable at distance they are the backbone of the identity’s form language.