Visual identity
Asko, founded in 1918 in Lahti, is one of Finland’s most recognized and trusted names in home decoration. Known for its strong heritage and iconic furniture designs, Asko needed a refreshed brand concept and visual identity to strengthen its position in a modern retail landscape. The goal was to create a clear and cohesive brand experience that honors Asko’s legacy while ensuring relevance for today’s consumers.
The identity was built around the "Sinun kotisi" ("Your home") idea, emphasizing Asko's role in creating personal and comfortable living spaces. This concept was carried through the entire visual system, ensuring a warm, inviting, and approachable brand expression.
The refreshed visual identity features a carefully curated base color palette, refined logo usage, typography, iconography, and a structured yet flexible layout system. The result is a cohesive and recognizable brand experience that seamlessly balances heritage with contemporary appeal.
Role: Lead Graphic Designer