THE CHALLENGE

Vimma was preparing to launch Siivoustakki – a garment designed by Mari Savio that reimagined the traditional women’s cleaning coat. The challenge was to create a visual identity and campaign that honored the garment’s working-class roots while repositioning it as a stylish, expressive, and empowering piece. The product also highlighted sustainability by utilizing deadstock materials.

THE APPROACH

I designed the brand identity, labeling, hangtags, and launch campaign to reflect the product’s layered story.

• The visual concept was inspired by checkered cleaning cloths – evoking their utilitarian, humble feel through a muted blue hue and hand-drawn typography.

• Hangtags were designed with a cut-out, turning them into photo frames as part of the #Iwearitmyway campaign, inviting wearers to creatively showcase how they wear the garment.

• The aim was to balance authenticity, rawness, and empowerment in every design decision – from print to digital.

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THE OUTCOME

The branding and campaign successfully supported Siivoustakki’s narrative shift – from overlooked workwear to a statement piece with personality and purpose.

• The campaign sparked user-generated content, allowing real people to reclaim and reinterpret the garment through social media.

• The cohesive identity and product storytelling resonated with Vimma’s values of sustainability, bold design, and inclusive expression.