TAIMI
SERVICES
Brand Identity
Brand Strategy
Package Design
Art Direction
Photographer Jassu Dammert
Stylist Jenni Juurinen
Brand Marketing Lead Mikko Revonniemi
COLLABORATORS
FINLAND, HELSINKI
2022-2023
Taimi is a wellness brand that delivers innovative micro-capsulated powder solutions seamlessly blending functionality and effectiveness. As part of their rebranding, I contributed to the brand strategy and led the visual direction, crafting a distinctive design system spanning art direction, packaging, and digital touchpoints.
OVERVIEW
The name "Taimi," meaning 'Seedling' in Finnish, is inspired by the daughter of one of the founders, Jukka. Despite having an intellectual disability and undergoing extensive neurological examinations that revealed no abnormalities, Taimi remained a unique and inspiring figure for the brand. When doctors recommended supplements for her, Jukka sought an alternative since she couldn't swallow pills. This challenge led to the development of micro-capsulated powder — a solution that eventually became the foundation of the Taimi brand.
Building on this meaningful origin, I embarked on the brand's rebranding project, leading creative work to shape its next chapter. The brand aimed to preserve its story while developing new missions and visions to guide future growth. Collaborating closely with the team, I contributed to crafting a renewed brand strategy that seamlessly translated into a fresh visual identity and design system.