An Arctic hideaway for adventuring, relaxing, sleeping and eating, right at the edge of the Pallas-Yllästunturi National Park.
Starting point
Riekko Lodge is a modern accommodation in Ylläs, offering everything needed for a complete holiday. Located at the edge of Pallas–Yllästunturi National Park, just slightly away from the village and surrounded by nature, the lodge is close enough to services yet far enough to feel calm and spacious.
Our task was to create a visual identity that would clearly stand out from other accommodations in the area while still feeling at home in the northern landscape. Instead of relying on familiar Lapland clichés, the goal was to build an identity that feels grounded, contemporary, and easy to relate to—one that reflects both the place and its atmosphere.
The brief called for a modern, timeless, fresh, and flexible identity, capable of adapting across multiple touchpoints while expressing the spirit of its surroundings. With a tight schedule—briefed in late spring and delivered by the end of summer—the process required moving fast without compromising clarity or quality.
Idea
Far up north, beyond the Arctic Circle, the willow grouse (riekko in Finnish) thrives in a landscape shaped by constant change. Adaptable, observant, and deeply attuned to its surroundings, the bird became a natural conceptual reference. We saw a clear parallel between the willow grouse and the visitor: moving between nature and shelter, activity and rest, collecting fleeting moments along the way. This shared way of experiencing the place formed the foundation of the visual identity.
The brief was intentionally open-ended. The client didn’t have a fixed idea of what the outcome should be. Instead, the process was built on open dialogue and close collaboration, allowing the concept to take shape naturally along the way.
The visual language draws directly from the immediate surroundings. Unlike much of the area, the landscape around the lodge is defined by rugged, slate-like rock formations breaking through the forest floor. These layered, fractured surfaces became the structural starting point for the graphic elements.
Rather than depicting nature literally, the identity gathers multiple impressions into abstract compositions. Within the textures, one can sense frost-sculpted snow, scattered animal tracks, the soft sweep of a grouse’s wings, wind-polished stone, and patches of summer lichen clinging to rock. The forms overlap, fade, and reappear mirroring how traces in nature reveal themselves gradually, appearing and disappearing over time.
Execution
The visual identity is designed to feel personal and lived-in, as if the materials were created by the guest themselves: notes written during the trip, a postcard sent home, or small observations collected along the way. Rounded, friendly letterforms and the playful Riekko symbol create an approachable tone, while abstract textures inspired by fell landscapes, lichen, moss, and ice add a tactile, imperfect quality.
Rather than producing finished materials, we focused on designing a clear and adaptable visual system. The result was a set of example applications that demonstrate how the identity can be used in practice.
The system was designed to be intuitive and flexible, enabling Riekko Lodge to create new materials independently without relying on external design support – while keeping the brand consistent as it grows over time.
Client feedback
“From the very beginning, it was evident that we shared a common vision for both the goals and the overall direction. Built on this trust, we were able to give Nordinary a high degree of creative freedom in developing the brand and visual identity. The outcome exceeded our expectations. What we received was more than just a visual identity: Nordinary succeeded in distilling the essence of the place into a coherent whole that is timeless, adaptable, and deeply rooted in its location. The identity also provides a strong foundation for future growth, allowing it to evolve naturally alongside changing needs and contexts.”
Jani Ruponen
CEO, Riekko Lodge
Client: Riekko Lodge
Design: Nordinary
Brand Strategy: Saku Nummi
Web Development: Louru
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