Tom of Finland biceps and bums to adorn coffee packets

The homo-erotic figures popularised by Finnish artist Touko Laaksonen are soon to become a part of morning pick-me-up routines as they adorn coffee packaging. The Robert Paulig Roastery will turn up the heat on its coffee products with four new package designs for is filter coffee and roasted coffee bean products.

Image: Robert Paulig Roastery

Image: Robert Paulig Roastery. Tom of Finland artwork © Tom of Finland Foundation


Preparing a cup of morning joe won’t be the same when the Robert Paulig Roastery launches its line of coffee products enclosed in packaging featuring the risqué figures created by Tom of Finland.

The company released a press release in which it described Touko Laaksonen, known as Tom of Finland, as one of the country’s best-known Finnish cultural influences and one of the world’s most important artists.

The company is to roll out its new TOM-flavoured brews in two options: filter coffee and whole roasted beans, each of which will be available in packages featuring four different illustrations of Laaksonen’s trademark beefy male subjects. The Roastery remained faithful to the homo-erotic theme by naming the products “Built Bold” and “Heavy Duty”.

“Coffee in Finland is almost sacred and in selecting a coffee it is easy to get stick with safe and familiar products. We encourage everyone to make coffee an adventure and to take tom’s men along for the ride,” said Juhani Oranen, CEO of Robert Paulig Roastery.

With its bared male buttocks and exaggerated anatomical features, Tom of Finland’s cheeky artwork has graced products from postage stamps to towels and bed linen.

Shooting for a feature-length film about Tom of Finland is due to begin this spring, and the premier is scheduled for February 2017.