Pisara-luovutusolut is an alcohol-free beer offered to blood donors at Finnish Red Cross donation points.
The project brought together illustration, packaging design, and character-driven storytelling. Turning a familiar symbol into a set of playful, meaningful personas made the beer instantly recognisable—and surprisingly newsworthy.
Illustration & Packaging Design
Illustration & Packaging Design
From Logo to Character
I was tasked with designing the can visuals for Pisara-luovutusolut, a gluten-free Kukko lager rebranded specifically for blood donors. The concept centered on transforming the well-known blood drop logo into a series of expressive characters. I illustrated three distinct personalities, each meant to reflect a different mood or identity for the donor to choose from.
Packaging That Connects
Beyond the illustrations, the design work focused on creating clear, appealing layouts that stood out on the cans while staying true to the Red Cross brand guidelines. The result was a set of three can designs that felt friendly, modern, and instantly iconic. The character-driven approach helped create an emotional connection with donors and brought visibility to the importance of donation.
All photographs on this page taken by Noe Anttonen
The final designs were a hit among donors and gained notable attention, including a feature in Helsingin Sanomat. The project showcased how thoughtful, approachable visuals can support a meaningful cause and elevate a simple gesture into a memorable experience.
Project details:
Client
Suomen Punainen Risti Veripalvelu
Agency
TBWA\Helsinki
My role
Graphic Designer