Iittala

Iittala - Lasting design against throwawayism

Challenge

The challenge was to transform Iittala from a category-driven brand into a premium Scandinavian design brand, with a strong retail experience focus as a base for international expansion.

Communication

Grow developed a new global brand platform based on Kaj Franck’s initial thoughts on lasting design, summarised in the brand essence – Lasting Design Against Throwawayism. A distinct design philosophy was created to guide product development and secure brand and product alignment. The strategy was implemented throughout all consumer touch points, from communication to product development, evolving Iittala into a premium Scandinavian design brand.

Result

Iittala’s brand positioning has greatly advanced since 2004 to support an expansion of Iittala stores across Europe and Japan, as well as other sales channels. Based on the design philosophy and brand platform, new product concepts, such as Ambient Light (2008) and the recent launch of personal storage objects Vitriini and Piilo (2010), have performed extremely well from day one.