VAASAN, the leading firm on the Finnish bakery market, has challenged WPP-owned international brand and design company CB’a to re-design its range of fresh bread products, which includes more than 50 items.

The  objective was to build a new architecture around the four different platforms based on the concept: “Bakes Finland Favorites”. Four platforms were identified, as following: two monobrand platforms for VAASAN RUISPALAT, and VAASAN Isoaidin, a “Health & Energy” and a “Variety & Treat” platform.

Besides, VAASAN needed to re-organise its portfolio in an efficient way to maximise consumers’ benefits and strengthen the brand’s equity.

VAASAN RUISPALAT’s design has experienced some minor visual updates, as it represents 40% of overall sales, while VAASAN Isoaidin has been revamped to convey the brand’s know-how, homemade spirit and excellence.

Photo: the new look of VAASAN’s range of bakery products