Paulig Kulma
Paulig, the leading coffee brand in the Nordics, wanted to create a flagship café in the heart of Helsinki. They needed to reposition the brand by appealing more to the younger consumers – A concept that would bring the brand closer to new customer groups in a credible way, actively be a part of Helsinki’s culture, and enable changing content.
What we did was not just a flagship cafe but a full customer experience based around coffee. The all-around space hosts a café, a coffee roastery and a barista institute.
More Info
client:
Paulig
website:
contributions:
Brand identity
Spatial design
Interior design
Experience design
industry:
Hospitality
Paulig wanted this place to be part of the city and the social surroundings. Thus, we brought the essence of the brand down to its core - Coffee. By combining branding, spatial and digital design, we created a multi-sensory customer experience. In Paulig Kulma you can actually see, hear, taste and smell the coffee culture.
As the flagship serves great variety of different functions and the space is limited, the challenge was to create a functional space without causing confusion about the concept. The design language, textures and colours as well as the graphic elements were kept consistent throughout the environment to limit the amount of visual noise. With continuous interior and visual design, the different areas blend well together but can be distinguished by the use of contrast.
“CUSTOMERS WANT TO BE INVOLVED”
We created a complete café experience, that has coffee in the center of the concept in an inspiring and unexpected way. Paulig Kulma is a fresh and diverse urban place that functionally caters the needs of different customer groups throughout the day. It displays the familiar brand in a new light and brings it alive in the middle of Helsinki. The identity blends in with the spatial design and communicates the Paulig brand in a fresh and distinguishable way. Customers like to play with the interior and have given suggestions for improvements - they want to be involved. It really is more than just a shiny flagship.
