A brand was created for provenly the world’s purest air; The Purest Air.

Monday, Jan 16
Author: Project coordinator Jesse Köri
Image: The Purest Air

Provenly the purest air in the world can be found in Muonio, Pallas, Finnish Lapland. Purest air is a symbol to delicate nature and atmosphere, which are under enormous pressure due to climate change and loss of biodiversity. The new The Purest Air brand communicates the importance of pure air and the importance of choices. The guiding principle behind the brand is to combine responsible action, inspiration and scientific fact, which together create the experience of pure air.

– With the new brand we aim to popularize the data that is measured in Finnish Meteorological Institute’s measure station network (The Pallas Supersite) in Pallas-Yllästunturi National Park, by bringing the data in an visually and easy-to-share form and make it available to user groups such as travellers and companies located in the area, says project coordinator Jesse Köri.

Information is gathered to new The Purest Air website www.discovermuonio.fi/thepurestair. The website opened on Wednesday, January 18, and it will be launched the same week at the Matka Nordic Travel Fair 2023 in Helsinki.

– Besides brand’s own communication channels, brand is going to be seen on Northwest Lapland Tourist Association’s (Discover Muonio) communication channels, on events and hopefully a part of organizations own responsibility communication which are operating in Fell Lapland area, Köri states.

Flatlight Creative House, an advertising agency located in Rovaniemi, Finland, created the brand and its visual identity. The Purest Air website and social media accounts are part of More arctic attractiveness with the purest air in the world and From SME`s digital service ecosystems to knowledge management – Power to survive from Covid- 19 pandemic! projects which are  carried out by municipality of Muonio, the Finnish Meteorological Institute, Metsähallitus Parks & Wildlife Finland and Lapland University of Applied Sciences. Projects are funded by ERDF, Leverage from EU 2014-2020 and The Regional Council of Lapland.