Pa-Hu
How a cardboard box became the common thread of Pa-Hu’s marketing
On the surface, a cardboard box looks simple. The iceberg concept brings out what lies behind the packaging: Pa-Hu’s 80 years of experience, certifications and its own factory. The same concept is used in the ads, on the landing page and in the sales materials.
Pa-Hu Oy · Concept design and marketing communications
Packaging is the tip of the iceberg
Packaging is easy to overlook, even though decades of expertise stand behind it. So we built a concept where packaging is only the tip of the iceberg, and beneath the surface is what Pa-Hu is known for. The cardboard box works as the common thread of the marketing in every channel.
Behind the scenes
Insights from our experts
The expertise behind the packaging
- Over 80 years of packaging experience in Finland
- Packaging life-cycle design from production to recycling
- ISO-certified processes
- Its own factory in Veikkola
Social · Ad 
Iceberg concept The same concept in every channel
The iceberg concept is used in social media ads, on the landing page, at trade fairs and in sales presentations. Each channel tells the same story from its own angle.
Creative examples
A peek at the marketing
Pa-Hu’s factory What we made
- Concept and tagline
- Ad and page copy
- Iceberg visual
- Social media ads
- Landing page Packaging is the tip of the iceberg
- Video and still series
Who did what
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