Moomin POS — Pulkka Design

Arabia x Moomin

POS Materials

/ Concept design
/ Graphic design
/ Branding
/ Packaging
/ Retail

2010 - 2018

CONCEPT

After years of building brands for other people, I wanted to test what it felt like to build one entirely on my own terms, end to end, with real stakes. AHOY was that test: a small apparel label, self funded, one season only.

CONTEXT

AHOY was built as a single, focused collection rather than an ongoing brand, a chance to prove out an idea in full rather than in pieces. I designed the clothing, the labels, the packaging, and the online shop myself, and financed the whole run through my freelance graphic design work.

APPROACH

I worked with a professional pattern maker and seamstress to bring the designs to life, and had the fabric printed at Marimekko's printing house, art done by Matti Pikkujämsä. Beyond design, I ran the label like a small business: building the online shop, packing and posting every order myself, and getting the collection into stores.

MY ROLE

Concept, apparel design, branding, packaging, and web design were all mine. I also handled production coordination, retail outreach, e-commerce, and order fulfillment, essentially running every part of the business outside of pattern making, sewing, and fabric printing.

OUTCOME

The full season sold out. AHOY was stocked in PUF in Turku, and in Nudge and TRE in Helsinki, and was carried online through Weecos and Ivalo. It also picked up a small mention in Vogue UK. One season was the plan from the start, and it did exactly what I wanted it to: prove I could take a brand from concept to shelf, alone.

Credits: Photos: Kanerva Mantila / Make up and hair: Anu Levy / Model: Alina (Paparazzi model agency)

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