Metsä Group

Growing and developing a forestry brand

Brand Strategy, Visual Identity, Branded Communications

As the preferred partner since 2013, we have valued our close relationship with Metsä Group. A partnership setting out a brand strategy and refining the identity development across their different business lines – Forest, Wood, Fibre, Board and Tissue – into a more considered, coherent brand.

The use of the moosehead as the trademark of Metsä Group dates back to the 1980s. The current identity logos and core elements were created in 2012 prior to our partnership. Our work since then has been to constantly develop and expand the identity system and brand behaviour.

“Working with the h&p design team has helped us build one solid Metsä brand from several divided company brands. Together we have developed tools to manage this unified brand across the whole company.”

– Katariina Saelan, Marketing Communications Manager, Metsä Group


Metsä Group


Paper and Forest Products

Type of work

Design Strategy
Brand Design

Client description

Metsä Group is a forerunner in sustainable bioeconomy utilising renewable wood from sustainably managed northern forests. Metsä Group focuses on wood supply and forest services, wood products, pulp, fresh fibre paperboards and tissue paper.

Additional credits

  • Bio mill Images and aerial photography: Kimmo Syväri, Koski Syväri

  • Group brand campaign film and photography: Kimmo Syväri, Koski Syväri

  • Birch Ply film and photography: Kimmo Syväri, Koski Syväri

  • Pattern photography: Juho Huttunen, Duotone

  • Spruce Ply photography: Carl Bergman, Duotone