Iittala Map of Better Living & Design Strategy
Poem partnered with Iittala, the quintessential Nordic design brand, to define a renewed purpose and long-term design strategy grounded in human well-being and lifestyle relevance. The collaboration engaged Iittala’s full leadership and design team through participatory development, research synthesis, and future-oriented thinking.
The goal was to translate Iittala’s value promise, “Inspiring better living,” into a systemic, human-centered design portfolio that could guide growth, product development, and meaningful cultural engagement in the years ahead.
Rather than focusing on traditional product categories, the approach was built around understanding systemic life experiences and how a brand like Iittala chould help people live better across physical, emotional, social, and spiritual dimensions.
The result was a forward-looking insight system, The Map of Better Living, that increased relevance, impact, and clarity in Iittala’s offerings.
Our research identified five core lifestyle areas where Iittala can make a difference: coexisting with nature at home, creating sanctuary, belonging together, living with clarity, and growing as a person. Each area is grounded in Nordic values such as humanity, autonomy, sustainability, equity, and trust, and is expressed through everyday behaviors, rituals, and home environments.
This empowered Iittala to move from timeless objects to timely transformation by supporting people in cultivating more balanced, joyful, and purposeful lives.
In summary
> Human-centered strategic framework based on Nordic values and behavioral insights, turning Iittala’s promise into tangible offerings that improve everyday life.
> Five core lifestyle areas of better living: coexisting with nature, creating sanctuary, belonging together, living with clarity, and growing as a person, all guiding product development, communication, and innovation.
> Systemic portfolio model that supports coherence, cultural relevance, and long-term sustainable growth across products, services, and experiences.
> Mission-driven brand directions and design strategy that aligns Iittala’s purpose, design directions, portfolio logic, and long-term growth around a lifestyle-centric model of better living.
Want to know more?
Ville Tikka
Strategy Lead
Phone +358 4068 40656
Email ville@poem.company
