Interview about Aava Supplements, winner of the A' Packaging Design Award 2020
Label and box packaging for a health food brand that has strong roots in the Nordics. The design should have a natural touch, especially considering the ingredients are natural. The target demographic groups are males and females in their 30s, 40s, 50s, and 60s. The box is printed on paper with a matt celloglaze finish. Whilst transparent plastic is chosen for the container because it is the most valuable plastic after recycling.
View detailed images, specifications, and award details on A' Design Award & Competition website.
View Design DetailsFor Aavalabs Beauty+ supplements, my main goal was to create a design that truly reflects the purity and simplicity of the natural ingredients inside. I wanted the packaging to feel as clean and fresh as the product itself. The creative process began with an exploration of botanical elements that represent natural wellness—think simple, organic shapes and delicate linework.I carefully selected plant varieties that could speak to the idea of vitality and balance, making sure each one complemented the others without feeling too busy or overwhelming. The key to achieving visual harmony was through the use of bold Pantone colors for each product, while keeping the design minimal with only white used for the print. This choice allowed the colors to stand out and represent each product’s unique essence, while the white print maintained the simplicity and clarity I wanted for the overall look. This approach also ensures flexibility for future product lines, as each new product can be easily integrated into the existing design system without losing the cohesive, clean aesthetic.Ultimately, it was about creating a design that feels as good to look at as the product feels to use—something that communicates both the purity and the power of nature in a way that’s simple but impactful.
When I first learned about the concept of 'Aava,' I was immediately drawn to its connection to the vast, untouched beauty of Finland’s landscapes—places that feel open, pure, and full of freedom. Capturing that essence in the packaging was key to staying true to the spirit of AAVALABS.To convey that feeling of openness and natural purity, I focused on simplicity and clarity in the design. I chose clean, minimal lines and natural forms to represent the beauty and serenity of the Nordic environment. The botanical illustrations I used were delicate and understated, drawing inspiration from the natural elements that reflect the unspoiled nature of Finland.Every detail in the design, from the typography to the imagery, was carefully considered to evoke the same sense of freedom and connection to nature that the word 'Aava' represents. By keeping things simple and grounded, I wanted the packaging to feel as fresh and pure as the products inside, allowing consumers to experience a little piece of Finland's natural beauty each time they interact with the product.
Sustainability was a core principle throughout the design process for Aava Supplements, and I wanted to ensure that the packaging not only reflected the natural purity of the product but also supported AAVALABS' commitment to environmental responsibility.The choice of transparent plastic containers was intentional. I wanted the packaging to be both functional and sustainable, offering consumers a way to easily see the product inside while also considering the environmental impact. By opting for transparent plastic, I ensured that the containers could be easily recycled, helping to reduce waste and encourage responsible disposal.Beyond the material itself, I made sure the design was minimalist to avoid excess packaging, ensuring that every element served a clear purpose. Throughout the process, I kept the concept of 'Aava'—nature's purity and openness—at the forefront of every decision, striving to create a design that aligns not only with AAVALABS’ values but also with the broader movement toward more sustainable, eco-friendly packaging solutions.
I drew a lot of inspiration from botanical illustrations in old encyclopedias, which have a certain timeless quality and scientific precision. These illustrations are not only beautiful but also offer a clear, detailed view of nature’s complexity. For Aava Supplements, I wanted to pay homage to that tradition, but also bring a modern, fresh approach that would resonate with today’s audience.To modernize these traditional references, I focused on simplifying the lines and adding a more contemporary, clean aesthetic to the illustrations. Instead of aiming for overly intricate details, I streamlined the designs to highlight the essence of each plant, keeping them elegant and easy to interpret. I used subtle line work and minimal shading to retain their scientific authenticity while giving them a modern twist.The goal was to create botanical illustrations that felt both educational and beautiful—something that honored the scientific roots of these drawings while feeling fresh and approachable. This balance allowed the design to feel both grounded in tradition and in tune with the modern, minimalist design principles that AAVALABS embraces. I wanted the illustrations to feel like they belong in the world of Aava Supplements—conveying natural purity with a nod to both the past and the present.
Creating a design that appeals to a broad age demographic, from the 30s to the 60s, was definitely a key consideration for Aava Supplements. The goal was to design something that felt both timeless and relevant to a wide range of consumers, from those just starting to take better care of their health to those who’ve been on a wellness journey for years.I focused on simplicity, which is universally appealing. The design strikes a balance between elegance and practicality, ensuring it doesn’t feel too flashy or too minimal. The use of transparent containers provides clarity and allows consumers to see the product inside, which builds trust and confidence in its quality. Meanwhile, the botanical illustrations bring in a sense of sophistication and connection to nature, making the design feel approachable for a wide range of ages.Additionally, I kept in mind that this demographic values quality and authenticity. The design needed to convey that Aava Supplements are premium products that prioritize natural ingredients and sustainability. By maintaining a balanced and refined aesthetic, I was able to create something that resonates across generations while still feeling fresh and modern.
The decision to assign a unique Pantone color to each Aava Supplements product was rooted in creating clear, visual identities that align with the distinct benefits and properties of each supplement. I wanted the colors to reflect not only the product’s function but also the purity and natural essence of the ingredients, while ensuring that each product could be easily recognized and differentiated on the shelf.I developed this color strategy by thinking about how each supplement’s properties could be represented through color psychology. For example, a calming supplement might have a soft, soothing tone, while an energy-boosting formula could be represented with a more vibrant, uplifting color. Each Pantone shade was carefully selected to reflect these qualities, ensuring the packaging visually communicates the intended effect of the product without overwhelming the consumer.The use of Pantone colors also helped ensure consistency across all products, allowing them to maintain a cohesive identity while still standing out individually. It was important to me that the color palette supported the overall design vision—minimal and natural, yet still functional in helping consumers quickly identify the right supplement for their needs. This approach also gave each product a sense of uniqueness, while still keeping the brand's overall aesthetic unified and refined.Ultimately, the color strategy was about creating an intuitive and visually appealing experience that aligns with the purity and quality of Aava Supplements, helping customers feel confident in their choices while reinforcing the brand's commitment to natural wellness.
Working within a one-month timeline for Aava Supplements was definitely a challenge, but it also pushed me to streamline my creative process and make quick, decisive decisions. To ensure the project stayed on track, I focused on prioritizing key elements of the design that would have the biggest impact on the overall look and feel, while keeping things simple and aligned with the brand’s core values of natural purity and sustainability.The tight timeline required me to maintain a strong sense of clarity from the very beginning. I knew exactly what I wanted the packaging to communicate—minimalism, nature, and trust—so I stayed focused on these principles throughout the design. Instead of experimenting with too many ideas or directions, I zeroed in on the elements that best conveyed these values, such as clean lines, botanical illustrations, and a strong emphasis on transparency.In terms of problem-solving, I kept open communication with the team at AAVALABS to ensure that we were aligned on goals and expectations, which helped me avoid any unnecessary back-and-forth or revisions. I also kept my design process agile—working quickly on initial concepts and allowing time for refinement only when necessary. This way, I was able to maintain a high level of quality while adhering to the fast-paced timeline.Ultimately, the tight deadline helped me stay focused and efficient, allowing me to create a design that felt both thoughtful and timeless, without overcomplicating the process.
The tactile experience was a key consideration in the design of Aava Supplements, and the matt celloglaze finish was chosen specifically to enhance this sensory aspect. I wanted the packaging to not only look appealing but also feel premium and thoughtful when held, creating a deeper connection with the consumer. The smooth, matte texture of the boxes offers a subtle, refined touch that aligns with the natural purity of the brand and adds a sense of sophistication to the overall experience.In addition to the visual appeal, sensory elements played a significant role in making the design feel more immersive and memorable. I knew that the feel of the packaging would impact how the consumer perceived the quality of the product inside, so the tactile experience was carefully considered to match the product’s natural, organic ethos.The matt celloglaze finish also helps reduce glare, allowing the botanical illustrations and Pantone color choices to shine more clearly, while the soft texture invites consumers to engage with the packaging on a physical level. This intentional focus on sensory design elements was about creating an experience that engages more than just the eyes—giving the customer a richer, more complete connection to the product that extends beyond its function.Ultimately, the combination of visual and tactile elements was crucial in creating packaging that feels as pure, sophisticated, and natural as the Aava Supplements themselves.
Balancing commercial appeal with artistic integrity is central to my design practice, and it’s something I carefully consider in every project. For Aava Supplements, the challenge was to create packaging that would not only stand out on shelves but also reflect the brand’s core values of natural purity and sustainability.I approach this balance by first focusing on the brand’s essence and message. What does the consumer need to feel when they interact with the product? Once I understand this, I bring in artistic elements—such as the botanical illustrations and refined design details—that elevate the brand story while staying true to its identity.At the same time, I’m mindful of the commercial aspects. Too much color or too little can make a product get lost on the shelf, so I wanted each product to have its own distinct color. By assigning each supplement its own Pantone shade, the packaging creates a cohesive, yet varied display when multiple products are placed together. This creates a striking visual impact, catching the eye of customers as they scan the shelves, while still keeping a sense of harmony across the entire line.By blending these artistic elements with functional design principles, the result is packaging that stands out and captures attention, while staying aligned with the values and aesthetic of the Aava brand.
Looking to the future, I see Aava Supplements’ visual identity evolving while staying true to its Nordic roots of purity, nature, and simplicity. As packaging trends continue to shift towards sustainability, minimalism, and authenticity, Aava is well-positioned to embrace these changes without losing the essence of what makes the brand so distinct.One key area I foresee evolving is the continued focus on sustainable materials. With growing consumer demand for eco-friendly packaging, Aava could explore options like biodegradable or compostable materials, ensuring that the brand’s clean, sophisticated aesthetic remains intact. This would not only align with global sustainability trends but also reinforce Aava’s commitment to natural purity.Ultimately, Aava Supplements’ design will continue to strike a balance between tradition and innovation, seamlessly blending its Nordic roots with forward-thinking design that resonates with the values of new generations of consumers.
Dive into a world of design excellence with our curated highlights. Each feature showcases outstanding creativity, innovation, and impact from the design world. Discover inspiration and learn more about these incredible achievements.
