Alko
Alko Today – Hundreds of reasons, one place to tell them
Context
Alko is Finland’s state-owned alcohol retailer, with the exclusive right to sell fermented beverages above 8% ABV and spirits above 5.5% ABV.
Alko wanted to explain to customers, partners and decision-makers why the Finnish alcohol retail system is worth keeping.
Alko promotes responsible drinking culture and good service while carrying public responsibility for health and the law.
The idea also had to live beyond a single campaign and work across the website, social media, stores and everyday customer communication.
Approach
Alko did not have one reason to exist. It had hundreds.
So we made that abundance the idea.
Alko Today became one place for many small reasons instead of one oversized claim.
Each reason could stand alone as an article, a social post, an in-store message or a small campaign.
We built alkotanaan.fi as a light, expandable platform with three levels. The big picture, themed groups and individual reasons.
The first phase focused on the big picture and twenty short articles based on interviews with Alko’s own experts.
Each story had its own moving visual that could also work as a still.
The visual direction was designed to feel familiar rather than advertising-led. Warm, approachable and diverse, it reflected the people Alko serves every day.
It combined Alko’s existing brand materials and image library with new footage and was designed for the website, social media, digital screens, stores, presentations and other everyday communications.
The platform launched in spring 2023 with a broad social campaign and was designed to keep growing.
My Role
Art Direction · Concept Design · Visual Design · UI Design · UX Design · Directing · Multichannel Production · Video Editing
Concept and campaign created together with my copywriter partner.
