“WE ALWAYS EVALUATE THE CONCEPT’S OVERALL VIABILITY.”
Mikko Silmälä notes that the package is not only a visual homerun – it’s also a techni- cally rock-solid, practical solution. “We really got a good momentum going, with everybody bringing their best to the table,” he looks back at the R&D effort. TOTAL TEAM EFFORT With Leiviskä at the wheel, other members of the Metsä Board design team also contri buted: Iiro Numminen drew up structural designs, and Joni Myyryläinen performed pressure and strength tests. “Everything we do is a team effort,” Leiviskä says. The packaging design team is also always looking at the bigger picture: the focus is on the packaging concept itself. OLUTMYLLY • Finnish family company founded in 2018 • run by entrepreneur couple Anne and Mikko Silmälä • focus on domestic craft beers • home of the Mylläri brand • located in Forssa, Finland • capacity and expertise to brew 1,000 litres of beer per day • believes in being open to new ideas and quality in all things
“We always evaluate the concept’s over- all viability – what the user experience is going to be like, what issues are key from the functionality and design perspective, what logistical concerns have to be addressed,” lists Leiviskä, who has almost 30 years of mar- keting communications experience. SPRING LAUNCH Anne Silmälä reports that some beer tast- ing packages have already been shipped to selected customers, with the official product launch in May 2025. “The beer tasting package has raised a lot of interest in the field – and the design of the six-pack is frequently praised, too,” Silmälä says. According to the Managing Director, differentiating your product is a “life-or-death issue” in a highly competitive market. “Looking at the supermarket shelf, there’s beverages of all shapes, sizes, colours and styles. It really takes a ground-breaking visual approach to stand out,” she believes. Marko Leiviskä agrees: packaging solu- tions today can go a long away to boosting the brand and creating customers’ awareness and loyalty. “Sales go up when the product breaks from the norm in a positive way. Eye-catch- ing, memorable packaging also supports a higher price position,” he says. “There’s still plenty of potential out there for us to tap into.”
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BOARD MAGAZINE
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