Sold in over 75 countries, Valtra tractors are recognized for their reliability, versatility, durability and Nordic roots. The Kitchen was approached by Finnish SEK & Grey to help visualise the new brand identity for Valtra. Together we coined the expression ‘Your Working Machine’, supporting the long lasting quality of the machines. To signal sturdiness and power we introduced a new typeface and the typographical execution backed up the same reasoning. A new photographical style was put in place, adding portraits of the farmers as well as directions on how to shoot the products in a consistent manner. The logotype was re-invented and graphic guidelines across all media was produced. A very successful collaboration with a solid outcome.