Kaskas was a natural choice as a partner, with its strong expertise in the energy sector and sustainability.
The energy company needed a visual partner who would take the company’s strategic goals into account and make the use of its visual identity easier. Accessibility and the specific needs of information visualization also had to be addressed.
The project began with an analysis of Väre’s existing visuality: which elements worked well and where were the shortcomings? A key priority was preserving Väre’s recognizable brand identity.
The familiar Väre orange was retained, but new, more neutral shades were introduced to support the established color palette. The use of black was significantly reduced, as heavy black surfaces no longer reflected Väre’s vision as a forerunner in the clean transition. The updated palette emphasized the brand’s characteristic features, while some shades were adjusted for better accessibility. A separate, more functional palette was created specifically for information visualization. In designing, Kaskas also considered how colors and illustrations would be used in contexts such as sustainability communication.
Many familiar elements were preserved in Väre’s look, but their guidelines were clarified, and new features were also created: we defined the style of photography, drew new pictograms, designed a versatile graphic shape, and created a new, practical PowerPoint template for everyday use.
“The renewed look of Väre turned out to be an excellent whole, with which we can now market Väre’s brand more clearly and accessibly than before.”
— Tiina Marjoniemi, Väre
Learn more about Väre at vare.fi.
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