Muoto Identity
Client: Metsä
Muoto® is a new 3D molded packaging start-up launched in 2022 by Metsä’s innovation company. The new technology and factory, still in development, has the potential to turn Finnish wood-fibre into clean, sustainable packaging forms on a large industrial scale to challenge problem plastics.
The Background
The brief was to create a name and visual identity for this new brand that would fit the companies connection to the forest combined with their bold mission to develop this new wood pulp-molding technology. All with the aim to use bio-based renewables to replace the problem of plastics and polluting packaging.
The Starting Point
We felt that a disciplined yet uncomplicated approach with a robust and no-nonsense attitude would best match the kind of everyday, bulk products the company manufactures. The natural colour palette of soft greys and soil green suggest its sustainable objectives while the innovative technology required a bold contrast in colour and scale.
The logo mark is an embodiment of the brand, its traceable raw material (the tree), the stackable nature (the product) and its 3D molded technology. The identity aims to keep communication easy and to the point, with Muoto’s large scale ambitions to turn the plastics problem towards a more sustainable alternative made from renewables, it needs statements of intent.
