Finna is a swimming fins brand founded in 2020.
The branding and visual identity design for the commercial brand Finna started with defining its brand strategy. The process started with describing a future vision: dynamic, confident, inspirational, and contemporary. Translated these keywords into the visual elements are shown individually or as part of a brand system. It allowed us to begin their storytelling by integrating the stories across different mediums.
Besides fins swimmers and classical underwater swimmers, Finna fins are developed primarily for underwater sports for competitions or training. The main feature of the swimming fins is to give an amplitude of leg movement, helping the swimmer achieve the correct technique. These become one of the central visual language elements.
A logo symbol was developed based on the studies of the characteristic movements of the swimmers, which create a wave that smoothly passes along the whole body and goes into the next wave. The logo combines within itself the central brand values. The organic shapes follow the mix between wave and dolphin fin shapes, with the addition of playful typography and grids which follow the movement of the wave and can be traced throughout the overall visual brand system. As part of the brand’s development, 3D backgrounds and artworks were created to embrace the brand’s essence and create its own habitat through organic elements with a systematic approach. The total presence of orange colour was chosen as a reference to the athletes’ focus whilst preparing for the swim. This colour is also associated with the energy and victory they seek in competitions.
The swimming fins line was created according to the requirements of the given sport. The brand received special permits and approval from the Fina swimming association. In 2021, the brand participated in the FINS Swimming World Championship for the first time.