LAB alumnus led the team to victory in the Suomalainen menestysresepti competition
Values guided the work to victory in the Suomalainen menestysresepti competition
Anemone Aaltonen works as Marketing Manager at the Helsinki‑based coffee roastery Kaffa Roastery. She travels by train from Lahti to Helsinki several times a week, but her daily life isn’t limited to workdays, meetings, and commuting. In her free time, Aaltonen balances office life by renovating an old log house and working with her hands.
“I want to make use of the materials that already exist, not destroy history or bring more unnecessary things into the world.”
The same mindset is reflected in Kaffa Roastery’s values: nothing old needs to be discarded if it can be used in a new way. A concrete example of this is Kili, an energy drink made from coffee cherries, which led the team to victory in the Suomalainen menestysresepti competition. The project brought together design expertise, business‑oriented thinking, and strong value‑driven communication.
“We wanted to make use of the coffee cherry husk, which is a significant by‑product. The idea was to create a product from ingredients that already exist rather than invent something completely new.”
Kaffa Roastery’s team, together with their partners, created a clear story and a successful visual identity for Kili. The market situation supported the launch as consumers are increasingly seeking more natural alternatives to energy drinks. For Kili, the timing was perfect.
Design opened her eyes to seeing companies as complete entities
Aaltonen graduated from LAB Institute of Design and Fine Arts as an industrial designer in 2019. At first, she was drawn to the functionality and form of products, but over the course of her studies her perspective broadened. The strategic design courses introduced her to a new way of understanding design as part of business.
“I realized that design is not only about shaping products, but that companies and entire operating models can be designed as well.”
What stayed with her most from her design studies was the importance of customer insight. Listening to the user and keeping the customer at the center of everything has followed Aaltonen from her student years to the present day.
Master’s studies bring theory into everyday decision‑making
Aaltonen continued her studies at LAB in the master’s degree programme in Regenerative Leadership. Combining work and studies has been demanding, but also extremely rewarding.
“The master’s studies deepen what you learn at work and provide a theoretical foundation for everyday decisions. The courses help you understand why working life relies on strategy‑driven thinking.”
One insight stands out above the rest: the idea of continuous change. Change is not a single project but an ongoing state to which organizations
Courage, ease, and collaboration across boundaries
Aaltonen wants to encourage students and alumni to have the courage to push their own boundaries. Your skills don’t need to stay confined to a single role, as they can be developed through collaboration with other fields.
“You don’t have to be just a designer or a marketer. When you work closely with others, you learn an incredible amount.”
Aaltonen also reminds us that not everything needs to be taken too seriously.
“At the beginning of your career, it’s easy to think everything must be perfect. With experience, you learn to recognize what truly matters and where your time and energy are worth investing.”
Images and text: Luca Eskelinen/LAB Studio
