Antti Tapani

A bit like Kim Kardashian but in Finland

Antti Tapani, S Group

Contributions

Brand Strategy, Brand Identity, Product Design, Communications Strategy

Awards

Effie Awards Europe, Bronze Award 2021
Grand Effie Finland, 2021
Gold Effie Finland, 2021
Silver Effie Finland, 2021
Vuoden Huiput, Gold Award, 2020
Transform Awards Nordics, Gold Award, 2020
Grand One, 4x Honorary mention, 2021

Industry

Fashion & Apparel, Retail

Our client had landed on an opportunity—to turn their supermarket chain into a fashion destination. Creating a brand with Finnish popstar Antti Tuisku, we designed the fashion collection and built the brand. We leveraged Antti's fame to launch the brand and saw incredible results—a 1700% increase in online sales, and doubling overall clothing sales.

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The big opportunity that started it all: Can we turn our hypermarket chain into a legitimate fashion destination?

In early 2019, S Group, the leading Finnish retailer, had an idea for their hypermarket chain, Prisma: could they shift it from being a provider of basic, affordable clothing to a home of contemporary fashion?

The vehicle for this change was a new clothing line in partnership with Finnish pop celebrity, Antti Tuisku. Our task was to tap into Antti's popularity and controversy to attract a diverse range of new customers to Prisma, changing perceptions of the hypermarket chain in the process.

Fashion line & brand, designed together — Besides creating the brand, we were also tasked with designing and launching the clothing line itself.

Our strategy: create a story that was universally appealing, and design a clothing line that was not just a fashion statement, but a declaration of self-expression and authenticity. The essence of the brand drew inspiration from Antti's career—a path marked by courage, individuality, and the embrace of one's true self. This philosophy fed into every aspect of the brand.

The clothing line combines performance with street fashion, every piece a testament to the brand's core message—that embracing your authentic self brings growth and happiness.
A message echoed in the logo: an upward arrow formed from Antti's initials.

A comprehensive and multi-faceted launch campaign — We executed a full 360-degree marketing strategy that paid major dividends. Brand recall soared, perceptions shifted, and sales figures told a story of success.

We celebrated diversity and the beauty of being unique, choosing models not just for their looks, but for their diverse personal stories. The imagery is clean, powerful, and confident, showcasing individuals comfortable in their own skin.

So what did we achieve? The brand transformed Prisma from a hypermarket into a fashion destination.

1700% increase in clothing online sales, 2 x overall clothing sales compared with pre-launch, 34% increase in purchase interest among young adults, 11% increase in spontaneous recall of Prisma as a clothing store, 83% of the key target audience remembered seeing the ad.