Serla is a Finnish brand for hygiene tissue, such as paper towels and toilet paper, owned by a company called MetsäTissue. Over time it has been extended to Sweden, Denmark, Norway and the Baltic states. This year, Serla introduced a refreshed brand identity along with new more environmentally friendly packaging and improved paper quality.
The new packaging is designed to improve shelf navigation and introduces a simpler logo that gives up the leaf texture of its predecessor. The "Serla squirrel" that is the brand's mascot still takes a prominent spot on the packaging.