Brand
Tokmanni’s womenswear brand Pola celebrates the beauty of diverse women in sizes XS–3XL.
Pola brand story
Celebrating women of all kinds, Pola is a traditional Finnish clothing brand with roots reaching back to a clothing factory founded in Helsinki in 1927. The brand has always combined modernity, comfort, and practicality, offering stylish clothing for Finnish women for everyday life and leisure.
Since 2016, Pola has been part of Tokmanni’s private label brands, continuing its traditions with a wide, versatile range and Finnish design. Collections renewed approximately every two months offer up-to-date dressing where comfort and beauty go hand in hand.
The Pola selection covers the season’s favorites in new colors and models, always accessibly and at a competitive price. Thanks to responsible and efficient supply chains, Pola offers affordable wardrobe staples that can be worn again and again with a good conscience. The wide XS–3XL size range ensures that every woman can find comfortable and beautiful clothes from Pola.
Pola – Your perfect match
Pola's Customer Promise: Your perfect match
Our customer promise communicates that Pola clothes are designed in Finland, look good, and feel comfortable to wear. Every woman deserves to feel perfect. The “perfect” in the promise refers to the essence of the clothes and the state of mind we want to create. “Match” refers not only to the wide XS–3XL size range but also to a timeless Finnish sense of aesthetics that emphasizes comfort and functionality.
Tone of Voice
Tone
Pola’s tone is enthusiastic, supportive, and bright. It radiates warmth and appreciation, speaking to women of all shapes gently and encouragingly.
Vocabulary
We use adjectives that exude physical and mental well-being and feeling: soft, warm, cozy, lovely, beautiful, sweet, comfortable, fresh, etc.
Target Audience
Pola speaks to an adult woman who values comfort and style. The primary target group for marketing communications is 30–40-year-old millennial women living outside the capital region, looking for uplifting, comfortable, and modern additions to their wardrobe easily and affordably. This group holds the most new customer potential alongside the loyal 40–70-year-old users.
Headline examples
Looks perfect on you
Find the beauty on you
Comfort looks beautiful
Soft choises
Beautifully you
Beauty for every size
Wrapped in gentle warmth
Comfort suits everyone
Be beautifully you
Complete your look with spring accessories
Step into summer in fresh trend colours
Knitwear where comfort meets style
Wrap yourself in winter’s softest fabrics
Feel good in beautiful loungewear
Easy to wear. Even easier to love.
Sparkle in beautiful party dresses
Visual identity
Models are of different sizes, ages, and looks, focusing mainly on ages 30–40. Images can be shot both in-studio and on location.
Studio images are shot against a light background so that a background color can be added to the clipped image later. The background color can be chosen from Pola’s color palette or more freely according to seasons and trends.
Location images are shot in beautiful environments on city streets, in nature, or at home.
The images convey joy, authenticity, and comfort. We aim for movement and life in the photos, avoiding overly catalogue-like posing and stiff postures.
Styling is relaxed and natural and can be playful, for example, by dressing an S-size model in an XL-size garment.
Motion graphics guidelines
Stylistically, motion graphics follow Pola’s defined image style: videos convey well-being, smiles, and natural movement. Videos can be shot in-studio or on location, aiming for natural, soft lighting in both. Framing varies, using different angles (e.g., close-up, half-body, full-body). Camera slides or handheld footage can be used to bring life to the material. The product is sufficiently visible in the videos but doesn’t always have to be the main focus.
Example Structure 1
1. Individual moments
Model A: half-body shot, gesture (hair back, smile).
Model B: close-up (pocket, sleeve, fabric, detail).
Model C: full body, spin or small movement.
2. Shared ending
Models together (sitting, standing, leaning).
Eye contact and laughter, the group’s warm energy.
Example Structure 2
1. Same gesture and garment on different models
→ Cut into a series where models change while the gesture and garment remain the same.
2. Shared ending
Models together, smile, step towards the camera.
Length of final films 5–20 sec depending on usage. Positive background music fitting the season is used, ensuring it doesn’t take too much attention.
Graphic guidelines
From Pola’s Graphic Guidelines, you will find downloadable logo originals and instructions for color usage, typography, and packaging.