At the heart of the brand lies a simple yet powerful truth: Finland’s archipelago shapes everyone who visits, just as it has been shaped by nature over millions of years. This idea is captured in the brand promise, “Shaped by Saaristo”—a call to travelers seeking life-defining, meaningful moments in untouched nature.

The name Saaristo—the Finnish word for “archipelago”—anchors the brand in authenticity, reinforcing its local roots. While unfamiliar to outsiders, the name strategically highlights the region’s uniqueness, inviting curiosity and exploration.

Sculpted directly from the outlines of eight real islands within the archipelago, the logo is an homage to the region itself. A humorous twist during the process saw one island “go missing,” prompting a two-day search across maps until the team rediscovered it—a testament to the archipelago’s vast scale.