The challenge: From private vision to public institution

To transform a private foundation into a public-facing cultural institution — translating Albert de la Chapelle’s curiosity across biology, medicine and art into an identity that feels experimental, inviting and accessible.

Approach: Translating curiosity into a living identity

The brand expression draws from biology, medicine and art. Rotating rings and molecule-like bubbles create contrast with angular shapes and simple, solid typography. Signage systems inspired by molecular forms wrap around the architecture.

Chappe’s visual language lives across digital and physical surfaces — from visitor stickers and wayfinding signs to metal letters on exterior walls. Even in static elements, there is a sense of movement and rhythm, paused for a moment.

Werklig wanted to retain a sense of unpredictability and experimentation, but with an inviting, warm tone — just like the name chosen for the museum, Chappe. It reflects Albert’s humour, sophistication and passionate curiosity about life.

Outcome: A system shaped by structure and movement

Chappe is about contrasts and connections — linking past and present. The typography takes cues from the rhythm of DNA strands and wave-like movements of the sea, creating an identity in constant flux that forms a symbiosis with changing exhibition content.

The living identity adapts to various environments and exhibition contents, maintaining a balance between structure and movement.

Impact: Audience growth and industry recognition

Since opening, Chappe achieved more than its target of 50,000 visitors a year within the first six months.

The museum won the 2023 Tourism Innovation Award, was a finalist for the Architecture Finlandia Award, and in the 2024 Vuoden Huiput competition the brand identity was shortlisted for its merits.

Janeta Asplund, Head of Marketing at Chappe, described the impact of Werklig’s work:

“Partnering with Werklig has been the transformative experience our museum and team were looking for. Werklig’s creative expertise and strategic approach have helped us set a new international standard for the Finnish museum scene, perfectly situated here in the picturesque Tammisaari. Their work has given our museum a distinct and recognizable identity, making the way we promote our exhibitions and programs engaging and memorable. We couldn’t have asked for a better collaborator in imagining how we should present and share contemporary art with the world. We’ve always felt that the Werklig team is as wholeheartedly invested in the future success of our museum as we are. The visitor numbers are proof of that.”