Challenge: To broaden the visual expression of Metsä Board’s brand identity, a new set of brand-driven images was needed to define and distinguish the company’s paperboard product categories. The goal was to create a cohesive and recognisable visual system that could extend across sample books, promotional materials, and packaging — while remaining rooted in the precision, sustainability, and angular geometry of the Metsä ‘Moosehead’ logo.

Approach: The process began with a series of images physically constructed from layered card, using Metsä Board’s own materials. Each composition was built by hand to create depth, natural shadows, and a tangible sense of craftsmanship — capturing the material’s qualities and adding warmth and creativity to the brand’s visual world. From these original artworks, a vector-based graphic system was then developed. Translating the layered compositions into digital form created a versatile visual language that could flexibly adapt across print, digital, and packaging applications, while maintaining a clear connection to the crafted originals.

Outcome: The resulting imagery and system broadened Metsä Board’s visual identity, bringing together craftsmanship, material honesty, and modern precision. The layered card compositions highlighted the tactile qualities of the product itself, while the derived vector language provided consistency and scalability across all brand touchpoints. Together, they formed a distinctive visual toolkit that reinforced the creativity, innovation, and confidence at the core of Metsä Board’s brand.

Metsä Board is a leading European producer of premium paperboards including folding boxboards, food service boards and white craftliners. The produce paperboards based on pure fresh fibres are developed as the perfect fit for consumer goods, retail-ready and food service packaging.