A crisp and fresh brand and packaging redesign for Oksasen Puutarha herb & salad brand
Oksasen Puutarha is a family-owned company founded in the early 1970s, which boldly began cultivating head lettuce—then still unfamiliar and rarely used in Finland. With the same forward-thinking spirit, the garden has continued to grow its operations and invest in development ever since. The acquisition of Pousin Puutarha 2022 marked a natural opportunity for Oksasen Puutarha to implement a brand and packaging renewal that supports the company’s growth and expanding business.
Recognizability and clarity giving direction to packaging redesign
The goal of the brand and packaging renewal was to bring the products of two long-standing family businesses under one unified, high-quality, and memorable brand identity. Although both had their own highly recognizable packaging elements—some even for specialty products whose recognition was crucial, like Pousi’s extra-crispy Juicy lettuce—a fresh new look was needed to support brand strategy and future growth. The packaging also needed to function better on-shelf: how could the new look help serve consumers more effectively?
The rabbit character found on Oksasen Puutarha’s packaging was refined into a more iconic logo and made an inseparable part of the new strong, joyful brand identity. The new logo and the clean, fresh visual identity reflect the long heritage and expertise of the two gardens while tying seamlessly into Oksanen Puutarha’s modern and innovative present and its bright future. The strong, clear elements also ensure consistent brand execution across various contexts and printing methods.
– We were pleasantly surprised to find that the high-quality visual brand and packaging redesign we created together with Packdesign ID also had a long-term positive impact on printing and plate costs!
Elina Ölander, Commercial Director, Oksasen Puutarha Oy
New packaging design makes purchasing easier
As part of its brand work, Oksasen Puutarha also conducted consumer and purchase behavior research, which provided a solid foundation for refining packaging communication. Shelf visibility was improved using a crisp, cool-toned light green—a new visual addition to the vegetable shelf. The packaging redesign also enhanced product clarity and findability by introducing color-coded salad categories based on flavor profiles and adding usage tips. These changes respond to challenges revealed in consumer research and help shoppers both explore new options and easily locate the kinds of salads they’re looking for.
The result of the brand and packaging renewal was a strong and recognizable visual identity that modernized Oksasen Puutarha’s brand expression to match its passionate and innovative spirit and new growth strategy. The identity is easy to apply across all channels—traditional and digital—and is supported by a brand guide and visual assets. Thank you to Oksasen Puutarha for the great collaboration, inspiring brief, and thorough groundwork!
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