Malmgård Sjundeå is one of the largest family-owned farms in Finland. In the process of a generation shift, they wanted a brand to support them as the forerunner of farming in Finland. They also hoped to contribute to their community and create a brand for the locals to feel proud of without over-romanticizing the countryside.
Moreover, they planned to expand their range of farm products, i.e. logs, cooking oils, game and horse feed. Therefore, their brand had to appeal to ordinary consumers.
By immersing into the family history, our key concept became “Här växer det goda”, that is, “This is where the good grows.” The brand name, Malmgård Sjundeå, bows to the native tongue of the family, Swedish.
The identity and logo were based on a landmark grain silo that reaches for the sky but also grounds the farm to its generations old location. Applicability and variability were key: Both the grain silo logo and the Malmgård Sjundea name work individually and together.
The digital service was designed based on the four seasons of the farm. New material provided by seasonal changes and also long-term development in farming and forestry ascertains that the content is dynamic and constantly developing.