Alko: Paikallisuus 2024

During my trainee period at TBWA\Helsinki, I joined the design team for Alko’s national summer campaign “Paikallisuus” (“Locality”).

I was responsible for creating illustrations and visual materials that celebrated Finnish foods and their drink pairings.
The main poster visual used playful, simplified shapes of local foods forming the silhouette of Finland — bringing a colorful, illustrative tone to Alko’s identity.

In addition to the main poster, I designed:
– In-store recipe screens
– Collectible postcards featuring headlines like "Hauki on cava" (“Pike loves cava”) and "Siika hyvä sake" (“Whitefish with sake”)

These were displayed and sold in Alko stores across Finland.

This project allowed me to merge illustration and graphic design, balancing brand storytelling with a fresh, contemporary look.