Antti Tapani, S Group

A bit like Kim Kardashian but in Finland

Antti Tapani, S Group


Brand Strategy, Brand Identity, Product Design, Communications Strategy


  • Effie Awards Europe, Bronze Award 2021

  • Grand Effie Finland, 2021

  • Gold Effie Finland, 2021

  • Silver Effie Finland, 2021

  • Vuoden Huiput, Gold Award, 2020

  • Transform Awards Nordics, Gold Award, 2020

  • Grand One, 4x Honorary mention, 2021


Fashion & Apparel, Retail

Our client had landed on an opportunity – to turn their supermarket chain into a fashion destination. Creating a brand with Finnish popstar Antti Tuisku, we designed the fashion collection and built the brand. Leveraging Antti's fame, we launched it, resulting in 1700% increase in online sales, and doubling overall clothing sales

The big opportunity that started it all: Can we turn our hypermarket chain into a legitimate fashion destination?

In early 2019, S Group, the leading Finnish retailer, had an idea for their hypermarket chain, Prisma: could they shift it from being a provider of basic, affordable clothing to a home of contemporary fashion?

The vehicle for this change: a new clothing line in partnership with Finnish pop celebrity, Antti Tuisku.

Our task was to tap into Antti's popularity and controversy to attract a diverse range of new customers to Prisma, changing perceptions of the hypermarket chain as we did so.


Fashion & brand, designed together. Besides creating the brand, we were also tasked with designing the clothing line itself and launching the brand.

Our strategy: create a story that was universally appealing, and design a clothing line that was not just a fashion statement, but a declaration of self-expression and authenticity. The essence of the brand drew inspiration from Antti's career – a path marked by courage, individuality, and the embrace of one's true self. This philosophy was fed into every aspect of the brand.


The clothing line marries performance with street fashion, every piece was a testament to the brand's core message – embracing your authentic self leads to growth and happiness. A message echoed in the logo – and upward arrow formed from Antti's initials.

Shoe Box

A comprehensive and multi-faceted launch campaign. We executed a full 360-degree marketing strategy that paid dividends. Brand recall soared, perceptions shifted, and sales figures told a story of success.


We celebrated diversity and the beauty of being unique, choosing models not just for their looks, but for their stories. The imagery is clean, powerful, and confident, highlighting individuals comfortable in their own skin.

So what did we achieve? The brand transformed Prisma from a hypermarket into a fashion destination.

1700% increase in clothing online sales
2x overall clothing sales compared to prior to launch
34% increase purchase interest among young adults
11% points increase spontaneous recall of Prisma as a clothing store
83% of the key target audience remembered seeing the ad

The Outcome

The opportunity

To change the perception of a hypermarket retailer.

The brand

Bringing together a famous popstar, edgy designs and a powerful point of view.

The outcome

1700% increase in clothing sales. 
2x overall clothing sales compared to prior to launch. 34% increase purchase interest among young adults. 11% points increase spontaneous recall of Prisma as a clothing store.

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