Skip to content
VekkoSuomeksi

Open (9–5)Helsinki, Finland

Work 04 / 04In the Light

Pahka

Client
Pahka, Kangasala
Sector
Furniture
Year
2026
Services
Photography, Brand
Get in touch

Idea

We shot everything in window light, in real homes and in the workshop, and retailers got the same light and framing as a photo guide.

What we did

Lookbook
Three homes
Studio
The full collection
Workshop
Photos at the bench
Photo guide
Light, framing and backdrops
Online store
Product page image pack

Insight

You only notice craft when the light falls on the wood.

Pahka is a workshop of three carpenters in Kangasala. It has made birch furniture by hand since 2009 and sells online and through nine interior stores. On a white background, a €1,200 armchair looked like catalogue stock.

A birch dining table and four chairs in window light.

Light

We shot the collection in three homes and at the workshop, in window light only. The birch grain and the hand-sanded edges only show when the light comes from the side.

A birch lounge chair against a sage-green plaster wall.
A birch stool on a warm grey backdrop with a crisp shadow.

Photo guide

Retailers got a photo guide with the same light, framing and backdrop. Now the chair looks the same in Pahka’s online store and on the sites of nine interior stores.

Formats

One idea, three formats.

  • 16:9 · Film
  • A woodworker's hands sand a chair's armrest, dust glowing in the light.
    4:5 · Poster
  • A chair's joinery and wood grain in a reading nook.
    9:16 · Social

Images

Results

  • +24%online store conversion
  • −15%returns
  • 9 / 9retailers use the same image pack
NextNietos

Get in touch