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Misteli Creative Agency's Vision for Ave Natur's Packaging Design

Misteli Creative Agency, in collaboration with Ave Natur, has introduced a line of oat-based dairy products that encapsulate the natural essence of Finland. The packaging design reflects the brand's commitment to sustainability and its Finnish heritage, utilizing Tetra Pak's eco-friendly materials. The products are currently being launched in stores and cafes across Asia, particularly in Japan, following a project that began in 2021.

For the packaging design, Misteli Creative Agency focused on a clean, simple, structured design, using big colorful blocks and Scandinavian patterns to distinguish Ave Natur from other brands and communicate the Finnish roots. The brand is positioned as an oat-based dairy product that uncovers and brings the taste of Finland to the world. The oat-based drink is thus a way to share Finland's values, nature, people, and approach to life with the world. Each time customers discover a new product and taste, another part of the Finnish lifestyle is revealed.

When looking at materials for the packaging, Ave Natur decided to work with Tetra Pak. Tetra Pak packages have a lower environmental impact than equivalent glass and plastic packaging. It is also recyclable. Their packages are certified by FSC™, which guarantees responsible forest management. The average Tetra Pak® carton is made from 70% paperboard, a renewable material from responsibly managed forests. They also offer plant-based caps made from sugarcane, further increasing the amount of renewable materials.

One of the key challenges of this design was creating packaging which clearly communicates the brand identity (Finnish oat-based dairy), connects to the target audience, and communicates all the product specificities (ingredients, nutritional value, etc). From a legal perspective, the product specification requirements per country or region can also differ. This made it challenging to create a design which meets all of the requirements.

Misteli Creative Agency prioritized simplicity and clarity in Ave Natur's packaging. They embraced "Less is More," using vibrant blocks and Scandinavian patterns to distinguish the brand and showcase its Finnish heritage. Each product has its own color scheme and pattern for easy identification. This helps consumers navigate Ave Natur's range. Warm, natural colors signal the brand's commitment to all natural, additive-free products.

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