A new look for the Maternity Pack

The winner of the Maternity Pack new look competition organised by Kela is Johanna Öst Häggblom's design Sukupuu (Family Tree).

This design competition intended for the students of Aalto University, School of Art and Design attracted 30 entries. A panel of six judges chose as the winner Öst Häggblom’s individual design. Reetta Ek’s design Jonossa mars! (Forward March!) was second, with Pauliina Nykänen’s Aarteet (Treasures) receiving an honourable mention from the judges.

The individuality and versatility of the Family tree proposal impressed the judges. The family can add the name of the baby and the baby’s relatives on to the family tree featured on the cover of the Maternity Pack. The pack can easily be personalised for the baby, and the picture of the beautiful tree can also be framed.

“Our aim was to find a new look which would suit the baby, communicate the Maternity Pack's aim of promoting the baby’s wellbeing at the same time as being suitable for both girls and boys,” Kela's benefits director Anne Neimala explains. She goes on to state that all these criteria were fulfilled both in the winning entry and in the design of the runner-up. 

It is estimated that the first packs with this new look will be distributed in August 2012. The Maternity Pack is distributed annually to some 50,000 families.

The revamping of the appearance of the Maternity Pack is part of the World Design Capital Helsinki 2012 programme.