Building Fazer as a design house –
a partnership on many layers

fazer pentagon


Fazer is an iconic brand house, founded in 1891. We have worked closely with Fazer from 2013 onwards in several business areas, including Fazer Confectionary, Fazer Bakery, Fazer Mills and Fazer Bageri in Sweden.

Our co-operation with Fazer Confectionery started in 2013 with the Fazer LAKRITSI concept project.  Over the years the partnership has expanded to include strategic assignments, insight-driven concept development and implementation planning. Strategic collaborative projects have in most part involved future customer insight-based development work and, for example, drafting of roadmaps together with Fazer’s teams. We have developed concepts iteratively that have significant value for different stakeholders, validating the direction with customer perspective in an agile manner along the way. Based on these, we have created striking outcomes that build the brand. For example, by designing visual identities and renewing packaging based on the set targets.

As a concept design partner for Finland’s leading brand house, we have got the opportunity to develop brands that consumers love with a customer-driven approach. The development work has in some cases begun from an early stage of research and continued to finishing branding and communication materials in certain projects.

The making of superior customer experience is mutual in all projects. For Fazer’s products, the importance of packaging is undisputed, since the purchase decision is often made in the store and the packaging must communicate both the rational and emotional qualities of the brand. On the other hand, the Fazer Candy Store project aimed at creating a comprehensive customer experience in e-commerce.

During our collaboration, Fazer has strongly been building its in-house competences in concept development and design expertise, part of which we have together developed Fazer’s design strategy and related practices and tools. The goal has been to harmonize practices and support the work of Fazer’s design team and its role in different ways.

Collaboration with Fazer is built on mutual trust, common goals and positive challenging of one another. This is made possible by a good understanding of the client’s industry. In the ways of working, we have utilized various agile methods in order to understand the target consumer comprehensively and to feed the creative process. So, our cooperation has been both fruitful and inspiring, and fun.

“We value our long relationship and great collaboration that has lasted over a decade. Pentagon Design has strong strategic expertise, and they can build valuable insight throughout the projects by having a very versatile mix of competencies within the team. Over the years we have built Fazer Design DNA in close collaboration and that has great benefits for us now when briefing new projects. We appreciate Pentagon Design’s partnership and in addition to excellent packaging designs and brand renewals they have also helped our own competencies to grow over the years.”

Noora Hiltula Design Lead, Fazer Confectionery

Co-operation shortly

Since 2013

Partners in design and growth


Overarching design concepts created


First online candy store


Insight-driven packages designed

Product portfolio development and roadmaps

Building and mapping the competitive offers of the future

Design- ja brand manuals

Managerial outputs for strategy implementation produced