Kekäle and their lead-agency Fabrik wanted to renew its visual world. The existing lookbooks and marketing materials felt too close to the competition, and the brand needed a clearer, more human identity, one that stood out for its warmth and optimism.

We drew inspiration from a flower shop. It’s a place everyone connects with emotionally, associated with good memories and celebrations. The flower shop became a natural setting to express that feeling of shared moments and summer lightness. 

For the campaign imagery, we used a clean white background to balance the colors and energy of the environment. It gave the visuals space to breathe and kept the focus on the clothes and emotion and not focusing too strongly on the setup.

The result was a visual world that feels fresh, timeless, and true to Kekäle’s roots. A campaign that brought the brand closer to people’s everyday lives, and reminded that style can be simple, honest, and full of good memories.