Pirkka, your everyday sidekick. Making 2,600 products easy to find on autopilot.

Client: Kesko

Most grocery runs happen on autopilot: list in hand, mind already somewhere else. Pirkka, Kesko’s largest private label, is a trusted brand every Finn knows. But over time its packaging had drifted into a patchwork of styles that ate away at recognition, right in those autopilot moments when it mattered most. So we made Pirkka easy to find without having to look. One clear, consistent Pirkka, built on what the brand has always been: reliable, approachable and down-to-earth. A bigger logo, a unified packaging hierarchy and Kesko’s own Skatta Sans typeface bring recognition. Refreshed illustration steers clear of fleeting trends, and bold color fields put flavor first. The result is an easygoing, timeless Pirkka that still reflects quality: the down-to-earth helper of your everyday, clearly positioned between K-Menu and Pirkka Parhaat, and the easy pick on any shelf.