Novita brand refresh

Novita is a fine Finnish family business founded in 1928 and the largest hand-knitting yarn manufacturer in the Nordics. At the end of 2023 Novita wanted to clarify its brand core, refresh its visual identity, and roll out the updates so that Novita would sound, look, and — above all — feel consistent across all channels.

Starting with workshops with Novita’s key stakeholders, we refined the brand core and developed a brand story, customer promise and clear key messages. This led to the slogan Knit to connect. We updated Novita’s logo by combining old and new elements, defined typography, brand colors, and photo style. We designed a versatile brand seal and delivered refreshed visual identity concepts for advertising, social media, and updated brand imagery.

When renewing a beloved brand, focusing on what is already good ensures the refreshed brand can shine even more brightly for established and new audiences alike.

“Working with the Gut team was inspiring and exceptionally smooth from the start. They have the ability to listen, absorb information quickly, understand the connections at play, and clarify deeper meanings. This skill, combined with analytical precision and creative thinking, makes Gut a rare partner.”
– Jenni Kuisma-Dillemuth, Head of Marketing, Novita