Kalevala wanted to reimagine its brand by modernizing it while not tainting its long history and heritage. The new brand offers a contrast between a modern, simple look and the rich, mystical world of the national epic. The platform's centrepiece, Vala (oath in Finnish), clearly expresses its values in a way that ties directly to the brand. This was inspired by the idea that jewellery is as eternal as the bonds they create between people.