Identity
Digital
The rebrand process began with the logo, but it didn’t stop there. Around it, a comprehensive new graphic system was developed to give Huhtamaki the tools to communicate more strategically and memorably. Already a well-known name in the industry, Huhtamaki needed more than recognition, it needed revitalization. The previous logo and brand identity no longer reflected the company’s evolving story or ambitions. The goal was clear: build a bold, cohesive brand that would not only resonate with audiences but also reignite internal pride and stand out confidently among competitors.
The redesign started by letting go of the outdated "three sails" logo, which once symbolized Huhtamaki’s business areas but no longer captured what the brand stood for. In its place came a modern, simplified wordmark, clean, confident, and highly adaptable. A structured sans-serif typeface was chosen to convey clarity and energy, supported by two shades of blue that enhance pronunciation and accessibility on a global scale.
Beyond the logo, a dynamic graphic system was introduced, something the brand had previously lacked. Central to this new visual identity is a bespoke pattern inspired by the natural colors and textures of northern landscapes. This flexible design element can shift, scale, rotate, or morph into gradients, always delivering a fresh visual voice while staying recognizably Huhtamaki. Custom iconography and illustration bring added depth to the system, capturing the essence of the company’s people, values, environmental commitment, and innovative processes. In large-scale applications, they can even become powerful supergraphics, telling the brand’s story visually.
From packaging to the website, marketing materials to environmental graphics, this new identity touches every corner of the Huhtamaki experience, bringing unity, impact, and a renewed sense of purpose.
Made at Dragon Rouge