Pieksäwood, a family-owned wood production company in Finland with a rich heritage, faced a branding challenge under new ownership. Outdated visuals no longer resonated with consumers, prompting the need for a refreshed image. The challenge was to modernize the brand while avoiding a technical wood engineering image and maintaining consumer appeal.

The solution involved crafting a new brand strategy and visual identity that respected Pieksäwood's legacy while modernizing its image. Emphasis was placed on storytelling, highlighting craftsmanship and sustainability. The logo and visual elements were redesigned to evoke nature and authenticity, steering clear of technical imagery.

To connect with consumers, the focus shifted to showcasing the human aspect of wood production, featuring skilled artisans and natural wood environments. Photography emphasized warmth, authenticity, and craftsmanship, resonating with consumers on a personal level.

The refreshed brand identity positioned Pieksäwood as a modern, customer-centric wood production company rooted in tradition. Consumers responded positively to the authentic storytelling and visually appealing branding, fostering deeper connections with the brand.

By moving away from technical imagery and emphasizing authenticity, Pieksäwood attracted new customers while retaining existing ones. The revitalized branding helped Pieksäwood stand out in the market and solidify its position as an industry leader.

Through strategic branding, Pieksäwood successfully modernized its image while preserving its heritage. By focusing on authenticity and sustainability, the company forged stronger connections with consumers and differentiated itself in the marketplace. The refreshed branding sets Pieksäwood on a path to continued success.