Brand / Packaging Design / Visual Identity

The pro­mi­se of a nut­ri­tio­nal­ly bet­ter and delicious snack shi­nes through! Makuvara’s new snack Maqu, like its appea­rance and mes­sa­ge design, is based on strong con­su­mer unders­tan­ding.

Towards good tas­te

Maqu snacks were born when Maku­va­ra Ltd wan­ted to offer cus­to­mers a nut­ri­tio­nal­ly bet­ter snack choice ins­tead of sugar treats. The com­pa­ny star­ted a tho­rough pro­ject to deve­lop a snack that is compliant with Nor­dic nut­ri­tio­nal recom­men­da­tions, delicious as well as easy and quick for an acti­ve per­son to use. Real fruits, milk pro­tein and soft fats in cano­la oil were selec­ted as raw mate­rials. The result con­tains pro­tein, car­bo­hy­dra­tes, fat and fibres as well as more than half of fruit in favou­rable pro­por­tions – but no added sugar or swee­te­ners.

Maku­va­ra and Työ­maa stu­died the snack mar­ket and con­su­mer pre­fe­rences in the main mar­ket in Fin­land and Swe­den. The data stee­red plan­ning towards the expec­ta­tions of con­su­mers who apprecia­te health conscious­ness, res­pon­si­bi­li­ty and especial­ly good tas­te. Maqu was born.


A joint brand works­hop fol­lowed the stu­dy pha­se and defi­ned the main mes­sa­ges and tar­get group more speci­fical­ly. The Maqu brand nee­ded to be posi­ti­ve, colour­ful and relaxed. After the fra­mework defi­ned in brand works­hop­ping, Työ­maa star­ted work on the new pro­duct and desig­ned

In spring 2022, Maqu conque­red the shel­ves of Fin­nish shops and con­su­mers, and no won­der: the brand ima­ge wor­king hand in hand with the pro­duct phi­lo­sop­hy is also a win­ner.

Side by side with colour­ful­ness and joy, the basic appea­rance of Maqu is clear and simple: easy like the snack itself. The hand-drawn illustra­tions, fresh colours and relaxed lay­out of the appea­rance give the pro­ducts a straight­forward and fami­liar feel. Three alter­na­ti­ve lay­outs were desig­ned for the 150-gram pac­ka­ges and their recep­tion was stu­died with both Fin­nish and Swe­dish tar­get audiences. The­re were also three name sug­ges­tion for the pro­duct. The names of the three fla­vour varia­tions, Mer­ry­ber­ry, Kiwigreen and Man­go­bee, com­mu­nica­te cheer­ful­ness also inter­na­tio­nal­ly.

More Maqu

The Maqu pro­duct fami­ly will expand in near futu­re with new pro­ducts and their lay­out is alrea­dy taking sha­pe on drawing boards at Työ­maa.

Do you need a specia­list for con­su­mer pro­duct mar­ke­ting and pac­ka­ge design? Con­tact Jori!

Jori Nis­si­nen, asiak­kuus­joh­ta­ja
p. 040 557 4006