We develop brands into clear & compelling choices at the moment of purchase.

  • Every project at Less Paradox is led by Tony Dianoff. Tony brings a strong background in branding, packaging, product development and creative direction, with hands-on experience across FMCG and brand-driven businesses in Finland. His work has been recognised by multiple international and Finnish design and innovation awards.

    Design work is supported by AD-assistant Marika Luoto, whose precision and attention to detail ensure that every concept is refined into clear, production-ready outcomes.

    Our background is in branding, but our work is not limited to single touchpoints. We work with brands at different stages, from building new foundations to refining existing ones. Whether it’s a total evolution or a subtle shift, we solve for what’s next.

    We work extensively with FMCG, retail and point-of-sale environments, where packaging and branding directly influence purchase decisions. Beyond that, we design brand strategies, identities, websites and marketing that each serve a clear role within the brand.

  • We take time to understand your brand, your goals, and your market. Then we build something that actually fits.

    We understand the traditional rules of branding, and why they exist, but we don’t follow them blindly. They’re a foundation, not a limitation. What matters is what works for your brand.

    When a project needs more hands, we collaborate with a close-knit network of creatives, copywriters, developers, photographers, each chosen for their fit, not just to fill a role.

    Above all, we make sure your brand works where it matters: on shelves, in stores, online, and in people’s hands and minds. We’re here to make your brand clear, connect with your audience, and make it stand out from your competition.

  • We’re not against AI. We’re against slop.

    AI can be great, but generation alone isn’t good creation. Volume alone doesn’t create value. Without direction, taste, and intent, a brand can quickly become forgettable and in some cases neglected.

    We know that AI-developed content and design can be great, but only when treated as a tool among others.

    We use AI where it adds real value and where it genuinely helps the process and fits the brand. We don’t let it define the brand.

Services

  • We help brands find clarity, direction and a distinct point of view. Our brand work defines how a brand looks, and behaves across touchpoints, ensuring it is clear, recognizable and commercially effective in real-world contexts.

    • Brand strategy

    • Brand experession

    • Naming

    • Architecture

    • Brand Guidelines

  • We design packaging that stands out, works commercially and performs where purchase decisions are made. Our approach brings together insight, creativity and execution, ensuring packaging looks right, feels right and works in real retail environments.

    • Packaging Concepts & systems

    • Material & Print-Aware Design

    • In-store Check & Competition Benchmarking

    • Design Mockups

    • Structural Design Layouts (Dielines)

    • Print-Ready Artwork & Production Files

    • Print & Colour-Production Check

    • Packaging Visualisations

    • Packaging/Product Photography

  • We design brand identities and systems that are clear, distinctive and built to work in real-world contexts. Our approach combines strategic thinking with purposeful design, ensuring every solution supports both brand expression and commercial performance.

    • Design/ Art Direction

    • Brand Identity & Visual Systems

    • Layout, Illustration & Retouch

    • Packaging Design

    • Point of Sale & Retail Materials

    • Brand Guidelines & Toolkits

    • Print Design & Production Files

    • Design for Physical & Digital Touch-points

    • Web

  • We also help clients imagine, define, and develop products and services. When required, we’re directly involved in the product development process, ensuring that brand, packaging, and design are considered essential parts of the overall product experience.

    • Product ideation & workshops

    • Concept development

    • Product strategy and definition

    • Product design

  • We design retail experiences that bring brands to life, drive engagement and convert attention into action. Our approach connects strategy, design and execution, ensuring retail environments feel considered, consistent and effective where real buying decisions happen.

    What we do

    • Retail Strategy

    • Store & Space Concepts

    • Retail Mockups, Visualisations & Systems

    • In-Store Communication & Signage

    • Display & POS Design

    • Packaging-to-Shelf Translation

    • Store Rollout Support & Localisation

  • We design marketing that goes beyond point of sale. Our work spans campaigns, content and brand expression across channels, always focused on delivering the right message to the right people.

    • Content and creative direction

    • Merchandising concepts and print ready-files

    • Campaigns

The sole mission is to drive Finnish companies forward & also sometimes beyond their potential. That’s where we get our kicks.

Want to dig deeper about us? Head over to our FAQ.

FAQ

Awards & Recognitions

Awards aren't the goal, great work is.
While it's always an honor to be recognized, awards have never been the driving force behind our work. The trophies are just a nice bonus.


  • 2022 Grafia, Vuoden Huiput | Silver | Strategy & Design

    2021 World Brand Design Society | Bronze | Brand Design

    2020 Grafia, Vuoden Huiput | Gold | Video Ads & Campaign

    2015 Heineken Ideas Brewery | Gold | Product Innovation

    2014 A’ Design Award | Gold | Packaging & Brand Design

    2014 A’ Design Award | Bronze | Packaging & Brand Design

    2011 Grafia, Vuoden Huiput | Gold | Packaging & Brand Design

    2011 Starpack Industry Awards | Gold | Design

    2011 Pentawards | Gold | Packaging & Brand Design

    2011 Pentawards | Silver | Packaging & Brand Design

    2010 Starpack Industry Awards | Bronze | Product Design

    2010 Metsä Tissue Award | Gold | Product Design

    2009 Starpack Industry Awards | Gold | Product Design

    2008 Aluminium Pack Award | Bronze | Product Design

We’re not for everyone. And that’s a good thing. Here are a few reasons why you might not want to work with us:

  • You’re looking for quick, generic branding.


    We don’t do cookie-cutter solutions or design without thinking. We challenge assumptions and ask questions that may feel uncomfortable, but necessary.

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    You want polite nods instead of honest opinions.


    We’re not here to sugarcoat or nod politely. If your idea won’t work, we’ll say so, directly. If something won’t work, we’ll say it early and explain our reasoning, saving time, money and friction down the line.

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    You want speed at the cost of quality.


    We move fast, but we don’t cut corners if it will compromise the wanted end result. If you want instant answers without consideration, we’re not a match.

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    If you want a big team with layers of people.


    You won’t get a massive team of people on your account. Instead, you’ll work directly with us, senior talent only.

    ——————————————————

    You want safe, predictable ideas every time.


    We don’t chase novelty for its own sake, but we won’t default to the safest option either. New challenges require real thinking and sometimes unconventional approaches.

    ——————————————————

    You just want something to “look nice.”


    If the goal is surface-level design without questioning the bigger picture, we’re not the right partner. We design brands to work, sell and mean something.

We’re for some. The ones who want their brand & product to move and matter. Here’s what you get with us:

  • Straight talk.


    No jargon, no hiding. We focus on what works, what doesn’t, and what actually moves things forward.

    ——————————————————

    The people you see are the people you get.


    No hand-offs, no junior team. You collaborate directly with senior talent from start to finish.

    ——————————————————

    A mix of strategy and creativity.


    We know brands aren’t built on looks or technicality alone. We dig into the “why” before we design the “wow and ou-ou, yes-yes.”

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    If your project feels challenging, that’s exactly where we thrive.

    If a project feels challenging, that’s where we do our best work. Complexity is often where the real opportunity lies.

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    Every project is shaped to its context.

    Every client is different. We shape our approach to fit your goals instead of forcing you into a template.

    ——————————————————

    Tools of today, mindset for tomorrow.


    We’re open to AI and new methods when they add value, but decisions are always driven by human judgement.

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    We understand products that compete on the shelf.


    Packaging and differentiation are our core strengths. We help products stand out, connect with people and work harder at the point of purchase.

    ——————————————————

    We actually care.


    Your brand matters to us. If it doesn’t succeed, neither do we.

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Contact

Happy to give a quote for your project, and if you have any questions.

You can contact through email or call Tony Dianoff 040 8429463.

Before reaching out, it would be great to have a short overview of the project and any budget range you may have in mind so we can evaluate the scope properly.

Need a second pair of eyes to check out your brand?

I’m currently offering a free packaging/brand sparring session (45 minutes), with absolutely no obligations.

If you have a new product or package coming up, or you’d like a senior design professional to look at your existing packaging or brand with fresh eyes and suggest concrete improvements, get in touch and we’ll book a time.