Our task was to create a new premium beer range for Karhu, built around a concept that could grow into a wider product family.

We stripped the identity back to its essentials and looked to the raw Nordic landscape for inspiration. A naming hierarchy based on noble metals in their natural state created the foundation for the range, while an abstract hand-drawn pattern gave the products their distinctive visual character. Hidden within the pattern are subtle references to the Karhu identity, including the bear face from the brand’s iconic logo and abstract claw-like forms.

The identity was developed into a flexible system covering packaging, point-of-sale materials, tap handles, glassware and other brand applications, supported by guidelines for future use and expansion.