To support the Swedish launch of the Finnish vodka Tom of Finland, I designed a digital pre-launch platform intended to create measurable demand ahead of retail introduction. Because new products must demonstrate consumer interest before being listed by the Swedish alcohol monopoly, the website functioned as both a marketing tool and a demand signal.
The platform presented the product in lifestyle settings, featuring cocktail recipes, visual storytelling and a countdown to launch. Social media and niche beverage forums amplified the campaign, positioning the product as a high-interest release. After the countdown, the site included a pre-order option, and the resulting demand was strong enough to quickly secure a product listing.
The visual language reflected the brand’s bold identity and the artwork of Touko Laaksonen, using a dark, cinematic aesthetic and contemporary cocktail culture to speak to a niche, design-aware audience. The project combined UX strategy, launch mechanics and visual direction to build anticipation and measurable market momentum in a saturated category.
Role: UX strategy, art direction and visual design.