Matkahuolto Identity

Finland’s popular parcel service and bus transport company just celebrated its whopping 90th year in business. They approached us for a brand identity refresh to bring clarity to their services and to stay ahead of the curve.

Starting point

For 90 years, Matkahuolto has been an integral part of Finnish life, delivering parcels and providing bus routes and tickets. Despite its long-standing presence, the brand found itself in a sea of competitors, struggling with an unclear service offering and a faded brand personality.

Creative approach

“Paremmin perillä” – the better way, is a phrase Matkahuolto had been using. This served as the inspiration for the approach, aiming to breathe new life into the brand's existing identity. The focus was on enhancing a no-nonsense and straightforward brand persona. The recognisable logo was strengthened, and colour was used to bring contrast and clarity to their services. A modernisation that would resonate with both loyal and new customers. The messaging and imagery have a playful, but simple tonality to embody how Matkahuolto should have always looked and sounded.

Execution

We used the colours that were already in the core of Matkahuolto, improved their contrast and refined their usage in a clear way to represent their different services. The logo saw a refresh that honours Matkahuolto’s 90-year-strong history, but made the usage simpler and more effective, let alone beautiful. Renewed typography and layout system tied everything together, connecting to the new logotype and making the various services and touchpoints easier to use. Messaging and new imagery style communicates in a no-nonsense way with a twinkle in the eye – to make a lasting impression.

Launching the Brand Identity

In 2023, Matkahuolto marked its 90th anniversary with the introduction of a revitalized identity. The company's fresh approach to communication is characterized by honesty, straightforwardness, and a lighthearted tone, evident across all aspects of Matkahuolto's outreach, from brand films to their conversational style.