Repositioning

In 2022, following the departure of Western brands, Finn Flare began building a new identity rooted in its established foundations. Scandinavia became the conceptual core of the brand’s new positioning. Scandinavian clothing design embodies everyday practicality, made from high-quality materials. It does not aim to please nor chase fleeting trends.
Instead, it is the kind of clothing that remains in wardrobes for decades.

This refreshed identity represents a tactful wardrobe with character. The core idea of the Scandi lifestyle is a philosophy of tranquility, infused with the energy of freedom. Serene on the outside, passionate on the inside. The brand emphasizes sustainability, naturalness, meticulous attention to detail, tactility, and authenticity. In Finn Flare, a brand imbued with the Scandinavian spirit, customers can express their individuality and experience a different approach to life.

Finn Flare brings solidity back to the industry by creating genuine products. Courage is the brand’s internal philosophy: doing what is deemed right, thoughtfully crafting items that convey value. Finn Flare speaks to those who understand the worth of products.

New Identity

The new typography, deliberately clean and concise, features a modern geometric grotesque. The emblem—a monogram of the brand name “FINN FLARE” integrated with the recognizable Finnish flag—is always used separately from the logo.

New Space

Based on the new positioning and design, Finn Flare also transformed its retail spaces by adding elements of Scandinavian ambiance, including comfortable chairs and ottomans. All these changes align with the overarching concept of the Scandinavian lifestyle.

The brand boldly declares its commitment to quality since 1965. Clean and minimalist layouts feature the logo at the top of the design, balanced by a status tagline at the bottom.