Foundational brand identity and packaging design for independent food retailer Anton & Anton. From the brick and mortar stores across multiple locations in Helsinki through to the weekly online food delivery, Anton & Anton set the bar for service and selection.
Challenge: Anton & Anton was founded in Porvoo in 2008 as an alternative to soulless supermarkets — built on the belief that good food should be honest, local, and made with care. As the company grew from a small neighbourhood shop into a Helsinki-based brand with multiple stores and a weekly delivery service, the challenge was to create a cohesive identity that reflected both the craftsmanship of their kitchen-made meals and the warmth of their human, community-driven approach to food retail.
Approach: The identity evolved from the very beginning — starting with the naming, Anton & Anton, which captured the personal, down-to-earth character of the brand. This was expressed through a clear and approachable visual language, combining a confident wordmark, warm typography, and tactile materials. The identity came to life across stores, delivery services, and private label products, creating a consistent yet flexible system that conveyed honesty, care, and the brand’s independent spirit.
Outcome: The identity gave Anton & Anton a unified and recognisable presence across all touchpoints, strengthening its role as a soulful, local alternative to big supermarket chains. Communicating craftsmanship, warmth, and reliability — continuing to champion good, honest food and a human approach to everyday grocery shopping in Finland.
