Helsinki-based creative agency Tony Agency developed branding for The Silent Finn-skincare range.

The Silent Finn is a skincare brand developed for men. All products are natural, vegan, cruelty-free, and made in Finland.

Tony Agency was part of developing the products, marketing, management, design, and strategy. As the products needed to communicate the origin of Finland, we developed a brand name that communicates that factor. The Silent Finn is a stereotype of Finnish men and this name worked out great thinking that the product’s main function is to calm and “silence” the skin. The naming was an important part, thinking of all communication. The name gave the initial strategy for all communication, including packaging and social media. Additionally, the name gave an inspiring beginning to the brand story, and helped out in communication and delivering a consistent message.

As for the overall identity, we wanted to keep it clean and raw. This was due to the brand strategy, where we had decided upon the route to communicate the whole brand image and communication to be “silent”. We found many additional “silent” routes once we started to think of the word more closely. This gave us a clear image of how what and where we should communicate. Visually we wanted people to get associations of pureness, Finland/Nordics, rawness, and birch trees.

Packaging design: As the main ingredient of the products were birch sap, we got the idea to use black & white as the colours and using lines on the logotype to indicate a birch tree. We also wanted to get the brand name more noticeable, by utilizing the two sides of the box as our front canvas.

Imagery/ Video: Through imagery, we wanted to capture the silent moments in a man’s world. The outcome was a set of images that represents a man’s time alone and activities that you can do alone. The images were to be a bit mysterious and daring (David Lynch meets Nordic Noir series). The consumer image we wanted was to be mysterious, inspiring, and a bit weird. We also wanted to leave question marks and space for imagination. All imagery was created together with Helsinki based photography/motion agency Koski Syväri Oy.