Fiskars Group is a Finnish success story that has grown from an ironworks into one of the world’s best-known brands of home, garden, and outdoor tools. The company’s products can be found in millions of homes around the world, and its orange scissors are an iconic part of everyday life in Finland.
Fiskars’ story is an example of how uncompromising quality, an understanding of design, and people-oriented thinking can carry a company through the centuries.
But what can a small, agile, and passionate communications agency offer such a global giant, whose product range and annual sales figures are so enormous that few manufacturers even dare to dream of them?
When there are thousands of products and millions of items sold each year, every detail counts. Large volumes also mean large risks: even a small mistake, an unclear product description, or a misunderstood tone can result in tens of thousands of unsold products.
Within a global consumer brand, communication is massive and multi-layered. Every campaign, description, and product text is part of a huge whole, where there is not always time to refine the small nuances. It is precisely there, in the shadow of the big picture, that a small but perceptive partner has room to make a real difference.
Consumers don’t just buy products – they buy feelings, values, and ideas that support themselves.
Many of us seek information, compare options, and want to justify our purchasing decisions with rational arguments, even though the decision is often ultimately based on emotion. We are drawn to products that feel right – that speak to us visually, linguistically, and narratively.
Everyone is familiar with Fiskars’ orange and black color scheme. The same goes for its clear, functional design language. But even though its visual identity is strong, that alone is not enough. Every purchase decision is a small dialogue – and if the answer is incomplete, the customer will continue their search.
Therefore, the role of communication and content is to support this decision: to provide arguments that appeal to both reason and emotion.
Our client wanted more depth, nuance, and emotion in their product descriptions. Not just technical specifications, but stories about why the product is the way it is.
Why does the material used in the handle feel just right in your hand?
Why does the shape of the blade make cutting easier?
Why does this tool last year after year?
Together with the Fiskars team, we discussed what their products represent and what values they convey: ease, reliability, joy, and a sense of accomplishment.
We put into words what consumers feel but cannot always express.
We didn’t change the facts – just their tone. The details became meanings, and the meanings created feelings.
Two products may appear identical on paper: same material, same weight, same price.
But emotion is the deciding factor. The product whose story resonates better, whose description explains why the chosen material is responsible or why the design is tailored to the user’s needs, is the one that ends up in the shopping cart – even if the price is higher.
The task of communication is therefore to offer more than just facts: it must give people permission to fall in love with the product.
Product descriptions do not sell just a knife, a watering can, or a pair of scissors. They sell the experience that everyday life runs more smoothly when you have the perfect tool for the job.
Me emme uudistaneet Fiskarsin strategiaa, emmekä muuttaneet heidän markkinointiaan.
Me vain kuuntelimme, tarkkailimme ja annoimme sanoille sielun.
Kirjoitimme tekstit, jotka toivat esiin sen, mikä Fiskarsissa on aina ollut läsnä: inhimillisyyden, käsityötaidon ja yhteyden ihmisiin.
Jokainen tuote on suunniteltu ratkaisemaan arkinen tarve, mutta samalla se myös kertoo tarinaa ihmisestä, joka haluaa tehdä työnsä paremmin – kevyemmin, kauniimmin, ilolla.
Viestinnän ydin on tunne, ja tunne on yhteinen kieli.
Meidän tehtävämme oli pukea tuo tunne sanoiksi – niin, että sen voi tunnistaa, ymmärtää ja lopulta tuntea itsekin.
The end result was not just revamped text content, but a new approach to how Fiskars communicates with its customers.
The language changed slightly – and with it, the whole experience became more profound. The products began to feel even more like Fiskars: high-quality, yet warm. Professional, yet approachable.
Sanojen kautta vahvistimme sitä tunnetta, jonka miljoonat ihmiset ympäri maailmaa jo tunsivat – mutta jota he eivät ehkä olleet koskaan pysähtyneet ajattelemaan.
Because the best brands aren’t just seen – they’re felt.
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