Marimekko is a Finnish design house known for its original prints and colours, founded in 1951. It is one of the world’s first lifestyle brands combining fashion, accessories and home decor. In autumn 2019 Marimekko launched its first unisex collection, celebrating the iconic Unikko (Poppy) floral print, from year 1964. Marimekko Kioski was designed to introduce the Marimekko brand and values to a new, playful, unisex target group. For the new approach Marimekko needed a content partner to help them with the copy strategy and the right tone of voice. The task was to create a voice that is true to the heritage brand but speaks to the Millenial and Gen Z generation, especially in the East Asian market.
What we did
It’s not possible to have an authentic user experience without considering the brand’s tone of voice. It’s a way to encapsulate a promise of the new collection into every aspect of communication, across web, print, press releases, influencer guidelines, social media and in-store materials. For this project we wanted to to hone Marimekko’s tone-of-voice – balancing their heritage with some creativity, street style ease and certain unfussiness. The brand copy was written very much as it would be spoken by its millennial and Gen Z audience. Having a recognisable tone is especially important when the content is off-site and accessible also outside Marimekko’s own territory. Content was utilized by several retailers, among others, Dover Street Market Ginza in Tokyo Japan.
The Project was done under John Brown Media / Dentsu Aegis Network.
Image courtesy Marimekko