Valiojogurtti

How to love the ordinary

Valio

Contributions

Brand Identity, Packaging

Industry

FMCG

In a market where heritage brands risk fading into the background, Valiojogurtti saw a chance to refresh its identity without losing the trust and warmth built over generations. The goal was to reaffirm its place as Finland’s most beloved yoghurt, a daily companion that offers both comfort and sparks of inspiration. The challenge was to celebrate the beauty of the ordinary while making it feel newly relevant and vibrant for today’s consumers.

Valiojogurtti cherishes the lovable ordinary, finding joy in everyday routines and giving them a gentle lift. Since 1968, it has been part of Finnish life, offering quality ingredients, familiar flavours, and surprising twists. The refreshed brand personality of Lovable, Trustworthy, and Lively guides everything from tone of voice to visual storytelling, keeping the communication warm and inviting, confident without arrogance, and playful without exaggeration.

The renewed brand system brings clarity, consistency, and impact across all touchpoints. Ingredients take centre stage in bold, natural imagery captured with crafted light and texture. Expansive white space creates calm and focus, while the tone of voice inspires optimism and connection. “Creating love for ordinary” anchors all communications, ensuring Valiojogurtti remains instantly recognisable and emotionally resonant.

Photography hero the fruit, vivid, mouthwatering, and real. The interplay of light and shadow, combined with confident, uncluttered compositions, reinforces authenticity. Every detail is designed to guide choice, differentiate on shelf, and elevate everyday pleasure.