Challenge: Iittala, a Finnish design icon since 1881, is celebrated for its high-quality, expressive glassware. However, its packaging did not reflect the brand’s heritage or the forms, transparency, and movement inherent in its products. The challenge was to create a packaging system—from bags and gifting to select in-store fixtures—that visually conveyed Iittala’s design essence while feeling premium and contemporary.

Approach: Abstract motifs were developed to echo the shapes, light, and fluidity of Iittala’s glass. Materials, finishes, and structures were chosen to reflect quality and tactility. The system was designed to flex across formats, ensuring the packaging became an extension of the product, while reinforcing the brand’s Finnish modernist heritage and manifesto of design as a human, experiential pursuit.

Outcome: The new packaging suite strengthened Iittala’s visual identity across formats, enhancing recognition and perceived value. It connected the products’ design integrity with the unboxing and retail experience, appealing to both loyal fans and new audiences while expressing the brand’s heritage, craft, and playful elegance.