Coffee Brand Knits Its Packaging for Christmas

We are officially experiencing the knitwear season: The cold temperatures make us either add more layers of clothes, either we choose to wear knitted sweaters. There are tons of such pullovers that one can choose from. But, considering that many of us have been working on them because the pandemic pushed us to find something to do at home, now would be the perfect time to hit the “catwalk,” right?

Cold weather, snow, and with Christmas around the corner, it’s only fair to assume that ’tis the season to wear knitted clothes. This year, however, it may come as a surprise to see that besides humans and pets, a brand has joined the trend of wearing knit too. Wanting to make Finns feel good in times of pandemic, Juhla Mokka coffee, the most popular coffee brand in Finland, in partnership with agency SEK, launched a joyful Christmas ad with a theme: Knitwear, that’s right!

For this year, the brand dressed its packaging, TV ads, and even outdoor ads in festive knitted outfits. “As a coffee of doers, Juhla Mokka has always been the brand to take a stand for making things. Knitting is something that is very universal and also Finnish at the same time. It’s amazing what you can create from a yarn of wool with your own hands — even a real knitted outdoor ad,” SEK’s Senior Creative, Adele Enersen, states.

The outdoor ads are hand-knit by talented designers and knitters in collaboration with Novita, a Finnish yarn manufacturer. The company worked closely with Novita to create a red Juhla Mokka wool yarn and a unique wool sock knitting decorative design.

“The older you get, the more you start appreciating soft Christmas presents like handmade wool socks. In the morning, when you are drinking your coffee, you often wear wool socks in wintertime, sometimes even all year round. Together with Juhla Mokka, we wanted to support people in creating precious wool socks on their own and bring this beautiful pattern to the streets of Helsinki as well,” Enersen adds.

Click to enlarge | Photo: Novita / Anna Wallendahr

The design features a cup of steaming coffee framed by a Christmas-inspired pattern. These motifs are placed on a red background, conveying a festive message to consumers and passers-by who happen to be in Helsinki’s city center.

Finns’ love for coffee is unmatched — they consume more coffee per capita than people of other nations. Here, coffee has become part of who they are: It is seen as an important social encounter, is associated as a reward, and coffee breaks are even stated in some Finnish labor agreements. As the most sold coffee brand in the country, Juhla Mokka is also known for its ability to adapt and evolve with time. Its festive packaging is something that consumers look forward to and, this year, they have certainly not been disappointed.