HEIROL
How a loyalty program became a community.
HEIROL is a Finnish family business with Italian roots that has inspired home cooks with its quality kitchenware for decades. When the brand wanted to deepen its relationship with its customers, the loyalty program took on a new, more human form: the HEIROL People Cooking Club.
CHALLENGE
How to create value that feels authentic?
Traditional loyalty programs focus on discounts and points. HEIROL wanted more — something that builds community and meaning around cooking. The goal was to create a concept that rewards participation, togetherness, and inspiration, not just purchasing behavior.
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IDEA
The joy of cooking and shared moments.
HEIROL People Cooking Club is an invitation to join the world of HEIROL: a place to share recipes, tips and inspiration — and gather for shared cooking moments. The concept combines the brand’s core message (“Inspire to cook”) with the customers’ real everyday lives.
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INSIGHT
EXECUTION
For moments of shared joy
The design was centered on warmth, community, and authenticity.
The look combines HEIROL’s quality with relaxed, inviting visuals: soft tones, Italian life-style, and food-related textures. The digital implementation supports the club’s content – ​​recipes, videos, and events – and entices members to join.
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END RESULT AND VALUE
Loyal customers become a community, a brand becomes an experience.
HEIROL People Cooking Club is not just a customer program – it is HEIROL's way of living its values: sharing the joy of food and bringing people together. The result is a stronger customer relationship, greater engagement and a vibrant brand community.
HEIROL is a Finnish family business founded in 1991 specializing in importing and selling high quality kitchen ware across Finland and more recently in Scandinavia and Baltic countries. My design work for HEIROL has included some packaging design and advertising work as well as the new HEIROL People Cooking Club brand, which was launched in the beginning of 2025.
