BOND Creative Agency Devises Puustelli Miinus Identity with Kraft Stationery and Ecological Data
Puustelli Miinus, an eco-friendly kitchen system from Finland, has unveiled its new brand identity, created by the Helsinki-based BOND Creative Agency. The name "Miinus," which means "minus" in Finnish, represents a strong commitment to reduction. This branding was showcased at both the Habitare fair and Helsinki Design Week, featuring uncoated white pages along with warm kraft-tan ink on dark charcoal business cards. The logo uses a lowercase “miinus” with two stems connected by a bold minus sign, while the uppercase "Puustelli" sits above it. Their print materials highlight impressive lifecycle statistics in emerald green, including 0% formaldehyde and 80% domestic sourcing. They also offer branded items like wooden clothespins and recyclable butter knives, complemented by photography from Paavo Lehtonen and Angel Gill.
Key facts
- BOND Creative Agency is based in Helsinki.
- Puustelli is a Finnish kitchen manufacturer.
- The name Miinus means minus in Finnish.
- The identity was unveiled for Habitare fair and Helsinki Design Week.
- The miinus logotype was drawn in Illustrator.
- Print collateral was laid out in InDesign.
- The kitchen frames and drawers contain 0% formaldehyde.
- The transport carbon footprint is 45% smaller.
- Material mass is reduced by 49%.
- 80% of sourcing is domestic within a 300-kilometer radius.
- Unbleached kraft folders close with string-and-washer eyelets.
- A circular black rubber stamp reads SMART INUTI and SISÄLTÄ VIISAS.
- Butter knives are molded from the kitchen's recyclable biocomposite.
- Photography is by Paavo Lehtonen and Angel Gill.
Entities
Artists
- Paavo Lehtonen
- Angel Gill
Institutions
- BOND Creative Agency
- Puustelli
- Habitare
- Helsinki Design Week
- Behance
Locations
- Helsinki
- Finland