LINNA
Rebranding a Finnish Bathroom Classic for the Modern Market
Linna is one of the most iconic Finnish shampoo brands — almost every Finn has used it, and countless cottage saunas still host its unmistakable bottles. Since 1962, Linna Shampoo and Children’s Shampoo have been staples of Finnish everyday life and part of our shared cultural DNA.
When it was time for a brand renewal, we didn’t add layers — we stripped them away.
The Linna rebranding project focused on reclaiming what made the brand iconic: its no-fuss, straightforward nature. We built a brand strategy that was refreshingly honest, boldly simple, and designed to connect across generations — from nostalgic consumers to new audiences seeking trustworthy, everyday products.
WHAT WE DID
• Rebranding
• Packaging design
• Advertising
• Motion graphics
• Retail In-store displays
In collaboration Souru x Werk
When ‘Simple’ Becomes a Purpose And Design Ethic
In today’s world of overcomplicated beauty and hygiene products, Linna stands out by staying true to its roots. It was born in a time when the need defined the product — when beating a bar of soap was enough. That clarity still matters. In a noisy marketplace, Linna keeps things refreshingly simple.
This shampoo rebranding case shows that you don’t always need the most complex solution. Often, basic is better.
The new Linna is a promise of quality and simplicity — a back-to-basics product line that delivers where it counts. No fluff. No fuss. Just everyday personal care that works.
Perhaps time for a brand refresh? Get inspired by our other projects!
