What do Myssy, Oura and Supercell have in common?
Myssy x Proxy - The incredible story of the new Myssy logo
From global high tech brands to the hyperlocal authenticity
The new Myssy logo was launched together with the 20th season AW25/26 collections Sept 3rd in Aurajoki valley national landscape, Pöytyä. The jubileum has opened a new era in the incredible story of Myssy. It is time to share the story of the new logo design by Proxy that is behind global tech brands like Oura, Supercell and Iceye.
Global community, global brand
During the past decade our community of Myssy Friends has grown global. Wherever we have gone, we have made a difference. We had discovered a growing need to also leave our mark - for a Myssy beanie to say Myssy again. Building and developing a design brand is a continuing evolution. Myssy had won several awards in branding and design in recent years and the need for a new design partner had developed organically. The wooden symbol of ours had its time and place, but it was time to create the high fashion logo Myssy had earned the right to — one that would work as a standalone brand element across all Myssy’s products.
From ten billion tech brands to fashion with provenance
The design process started in 2022 by the Myssy team discovering Proxy from an inspiring newspaper story in Helsingin Sanomat. But would the key partner of the global tech brands even reply to someone from Pöytyä? Aapo Bovellan and his team had worked with super technical brands and ours was a super human one. ”Although we have developed a reputation for creating ten billion tech brands from scratch, the Proxy team privately admire fashion brands with provenance, and Myssy is as authentic as it gets. Getting to reimagine Myssy for the global high street was a thrill and privilege”, tells Aapo Bovellan, the founder of Proxy. “From the very beginning we felt that Proxy saw our potential, understood our brand and respected our story, where as the Finnish agencies always wanted to change something in us. We also found their global perspective fresh”, Anna Rauhansuu describes the journey.
Visual accents from the past Pöytyä
The brand is based on the provenance, centuries old Finnish craft traditions and farming aesthetics. The strong concept built on these roots has taken Myssy to the famous retailers like Beams in Japan, Merci in Paris and Gravity Pope in Canada. The same factors also gave Proxy the direction for the new Myssy logotype and brand toolkit. “Despite or perhaps because of the narrow parameters, this hyper local brand manages to look truly world class, all while never sacrificing its authenticity”, says the case study of Proxy team. The visual accents for the new logo were found from the local newspapers published in Pöytyä in 1930’s. “It felt right to begin with. It was astonishing to see a frontpage story of the 1933 opening ceremonies of Kyntäjäntupa club house that my grandfather gave a speech at - and that we had just chosen as our next photoshooting venue. Proxy had done a stunning work, it just all made sense. This is us, this is Myssy”, Rauhansuu explains. Read the Proxy case study here: https://proxy.vc/projects/myssy
A label that carries the meanings
Finding the right way to apply the logo on the knitwear was another puzzle to solve. ”Finding the right visual identity for a global Myssy brand took a huge amount of experimentation, countless dead ends, ruthless reduction and polished iteration. Deceptively simple, everything from the typographic anatomy to the positioning of the logo in the label, and even the label itself, carries a meaning authentic to Myssy. At heart, the new Myssy is like the Proxy brands we love - meaningful, timeless and commercially relevant”, says Bovellan. On the product, the logo sits off centre on the label, another nod to the brand’s outsider spirit. “It feels right for Myssy to say “Myssy” again. It is time to embrace who we are”, Rauhansuu states and refers to the early days of Myssy in the Alps, when the brand name was sewed on a felted label.
Myssy has come a full circle.
Myssy will make you look like yourself and nobody else. You are warmly welcome to join us for the new era!
Myssy x Proxy - The incredible story of the new Myssy logo
From global high tech brands to the hyperlocal authenticity
The new Myssy logo was launched together with the 20th season AW25/26 collections Sept 3rd in Aurajoki valley national landscape, Pöytyä. The jubileum has opened a new era in the incredible story of Myssy. It is time to share the story of the new logo design by Proxy that is behind global tech brands like Oura, Supercell and Iceye.
Global community, global brand
During the past decade our community of Myssy Friends has grown global. Wherever we have gone, we have made a difference. We had discovered a growing need to also leave our mark - for a Myssy beanie to say Myssy again. Building and developing a design brand is a continuing evolution. Myssy had won several awards in branding and design in recent years and the need for a new design partner had developed organically. The wooden symbol of ours had its time and place, but it was time to create the high fashion logo Myssy had earned the right to — one that would work as a standalone brand element across all Myssy’s products.
From ten billion tech brands to fashion with provenance
The design process started in 2022 by the Myssy team discovering Proxy from an inspiring newspaper story in Helsingin Sanomat. But would the key partner of the global tech brands even reply to someone from Pöytyä? Aapo Bovellan and his team had worked with super technical brands and ours was a super human one. ”Although we have developed a reputation for creating ten billion tech brands from scratch, the Proxy team privately admire fashion brands with provenance, and Myssy is as authentic as it gets. Getting to reimagine Myssy for the global high street was a thrill and privilege”, tells Aapo Bovellan, the founder of Proxy. “From the very beginning we felt that Proxy saw our potential, understood our brand and respected our story, where as the Finnish agencies always wanted to change something in us. We also found their global perspective fresh”, Anna Rauhansuu describes the journey.
Visual accents from the past Pöytyä
The brand is based on the provenance, centuries old Finnish craft traditions and farming aesthetics. The strong concept built on these roots has taken Myssy to the famous retailers like Beams in Japan, Merci in Paris and Gravity Pope in Canada. The same factors also gave Proxy the direction for the new Myssy logotype and brand toolkit. “Despite or perhaps because of the narrow parameters, this hyper local brand manages to look truly world class, all while never sacrificing its authenticity”, says the case study of Proxy team. The visual accents for the new logo were found from the local newspapers published in Pöytyä in 1930’s. “It felt right to begin with. It was astonishing to see a frontpage story of the 1933 opening ceremonies of Kyntäjäntupa club house that my grandfather gave a speech at - and that we had just chosen as our next photoshooting venue. Proxy had done a stunning work, it just all made sense. This is us, this is Myssy”, Rauhansuu explains. Read the Proxy case study here: https://proxy.vc/projects/myssy
A label that carries the meanings
Finding the right way to apply the logo on the knitwear was another puzzle to solve. ”Finding the right visual identity for a global Myssy brand took a huge amount of experimentation, countless dead ends, ruthless reduction and polished iteration. Deceptively simple, everything from the typographic anatomy to the positioning of the logo in the label, and even the label itself, carries a meaning authentic to Myssy. At heart, the new Myssy is like the Proxy brands we love - meaningful, timeless and commercially relevant”, says Bovellan. On the product, the logo sits off centre on the label, another nod to the brand’s outsider spirit. “It feels right for Myssy to say “Myssy” again. It is time to embrace who we are”, Rauhansuu states and refers to the early days of Myssy in the Alps, when the brand name was sewed on a felted label.
Myssy has come a full circle.
Myssy will make you look like yourself and nobody else. You are warmly welcome to join us for the new era!
