Fashion Finland

Updating a legacy

Brand Strategy, Brand Design

Muotikaupan Liitto is the Finnish fashion community with an established reputation, but has remained inactive and outdated with a shifting target audience. Objective of the brand refresh was to reposition and raise awareness of the visual identity. A new brand purpose, visual identity and name were created with a strong link to the Finnish heritage and identity through typography, inspired by Helsinki architecture during 1917.


Fashion Finland, FaFi


Apparel & Fashion

Type of work

Visual Identity

Client description

Fashion Finland, better known as FaFi, is a Finnish fashion industry community that strives to increase the industry's visibility and prestige, support business and promote cooperation and fashion culture in Finland.