Kutoa
BRANDING Kutoa is a rebrand of Luomus, the Museum of Natural History in Helsinki. This project takes inspiration from traditional Finnish textiles to create a warm and welcoming brand identity appealing to families, locals and tourists.
Brief Definition
How might we create a brand concept that is intelligent yet accessible for the Natural History museum in Helsinki for introverted locals and tourists who are passionate about education so that they can spend the day learning in a fun and welcoming space?
Name
'Kutoa' is a Finnish word meaning 'to weave.' With this name choice, I wanted to emphasise the storytelling aspect of this history museum, and how it allows disparate threads of the past to be tied together.
Graphic Elements
These patterns are inspired by the variety of patterns in the history of Finnish design, from traditional Scandinavian fair isle clothing to mid-century modern rugs.
Image Choice
I focused on photography which included a repetitive element, creating another form of pattern within the brand assets.
Brand Values
Enthusiasm | Discovery | Welcoming
Visual Keywords
Warm | Eclectic | Familiar