About

From ancient times, stretching into the present, many herbs and other plants have been known to have natural healing properties. In fact, this power that they have has often been seen as a magical effect. The healing power of elixirs, made from these ancient remedies, can often act amazingly fast. Is it magic, this gift from Earth? We offer our customers thirty- one, uniquely different, elixir bottles. Each one contains its own special recipe, and the results are always magic! The story of our product development began with a visit to a manor house in Sweden, where I discovered that some of these herbs and other plants were being grown for the local market.

It was in 2011 that I started my transport business with our northern neighbors in Finland (www.fincharter.ee). My good communication skills continuously pushed the company’s forward momentum to new highs. There were no shortages of customers and the company’s cash flows exceeded expectations. The service my company offered was in high demand and some of the business trips even took me to Lapland, where my customers enjoyed the magical Lapland winter and drank local mulled wine with Santa Claus… but let’s continue with my thoughts about producing and marketing some healing herb mixtures, which I had
had in mind for several years. I had already occasionally prepared and taken these elixirs for the treatment of mild colds and viruses, for myself, as well as for my family and relatives.

Juuli Mobla 2020 1983

In 2018, I registered the domain, www.eestimaitse.ee (Estonian Tastes) and began the product development phase. Finding high quality herbs and spices, and choosing the bottle design, were my main concerns. The fact that most Estonian producers do not sell individual raw materials but rather sell different mixtures and then market them in retail chains, made it somewhat difficult to initially obtain high-quality materials. With a lot of effort and extensive research, I finally found a very enterprising man (Marko), who could supply us with various domestically produced, high-quality, dried herbs, fruits, and berries. These ingredients, mixed together in my uniquely designed elixir bottles, created our product line. Many of the herbs that give the elixir its magical effect are also from Asia, as they tend to have higher healing properties than locally grown birch leaves or dried nettles, for example. The reason for that is our short summers in Estonia and the general lack of sunshine here.

From ancient times, stretching into the present, many herbs and other plants have been known to have natural healing properties. In fact, this power that they have has often been seen as a magical effect. The healing power of elixirs, made from these ancient remedies, can often act amazingly fast. Is it magic, this gift from Earth? We offer our customers thirty- one, uniquely different, elixir bottles. Each one contains its own special recipe, and the results are always magic! The story of our product development began with a visit to a manor house in Sweden, where I discovered that some of these herbs and other plants were being grown for the local market.

It was in 2011 that I started my transport business with our northern neighbors in Finland(www.fincharter.fi). My good communication skills continuously pushed the company’s forward momentum to new highs. There were no shortages of customers and the company’s cash flows exceeded expectations. The service my company offered was in high demand and some of the business trips even took me to Lapland, where my customers enjoyed the magical Lapland winter and drank local mulled wine with Santa Claus… but let’s continue with my thoughts about producing and marketing some healing herb mixtures, which I had mind for several years. I had already occasionally prepared and taken these elixirs for the treatment of mild colds and viruses, for myself, as well as for my family and relatives.

meist_vahe

Our designer, Mart, has been extremely important in creating the Eesti Maitse brand. Mart gets excited about projects in which he can use his typography skills. From the beginning, he wasn’t sure that we even needed pictures on the labels of our herbal mixtures. He only wanted to first put some text on the labels and then we would make the final decision. The vision was to design pharmacy like clear, and somewhat formal labels for the lumpy bottles. The font of Eesti Maitse, placed on a ribbon, is more lyrical. The ribbon design was created years ago and is derived from different titles created by the Estonian artist Günther Reindorf for the book “Ancient Stories of the Estonian People”. Finally, the proportions of the letters were shaken into place, a little color was dropped onto the black and white design, and finally technical information was added to all the labels, then the final designs were sent to
the printing press.

I quietly played with this fantastic idea until the corona pandemic loudly knocked on our world’s door, in the early spring of 2020. At first, like many people, I believed that it would soon end and then I would calmly proceed with my transport business. The summer tourist season was about to begin and tourists, especially from cruise ships, were my main source of income. Suddenly, instead the tourism business ended that spring and sadly the charter trips also ended. Like many entrepreneurs, I was forced to shift gears and I took my new company idea, Eesti Maitse (Estonian Taste), and ran with it. I began developing incredible products in a completely new field but I knew that the success of Eesti Maitse would depend on having a great team behind it. Together with a former politician (Kristiiina) and a designer (Mart), we developed 21 + 10 innovative products in 21 days and began selling them directly to customers at markets and fairs. Sales were amazingly good for the new product. We had succeeded 100 percent. We then began searching for, and negotiating with, potential partners, to get our products onto the shelves of the Estonian retail outlets. Our next product line, herbal oils, herbal vinegars, and bath herbs will soon be added to our portfolio. They have already been tested and are now ready for product development. The brands Täna Viin (eng. Today Vodka), flavored iced teas Täna (eng. Today – a non-carbonated tea) and Homme (eng. Tomorrow – a sparkling tea), and many other new products are coming. You can follow us on FB or Instagram to get acquainted with these coming new products.

I quietly played with this fantastic idea until the corona pandemic loudly knocked on our world’s door, in the early spring of 2020. At first, like many people, I believed that it would soon end and then I would calmly proceed with my transport business. The summer tourist season was about to begin and tourists, especially from cruise ships, were my main source of income. Suddenly, instead the tourism business ended that spring and sadly the charter trips also ended. Like many entrepreneurs, I was forced to shift gears and I took my new company idea, Eesti Maitse (Estonian Taste), and ran with it. I began developing incredible products in a completely new field but I knew that the success of Eesti Maitse would depend on having a great team behind it. Together with a former politician (Kristiiina) and a designer (Mart), we developed 21 + 10 innovative products in 21 days and began selling them directly to customers at markets and fairs. Sales were amazingly good for the new product. We had succeeded 100 percent. We then began searching for, and negotiating with, potential partners, to get our products onto the shelves of the Estonian retail outlets. Our next product line, herbal oils, herbal vinegars, and bath herbs will soon be added to our portfolio. They have already been tested and are now ready for product development. The brands Täna Viin (eng. Today Vodka), flavored iced teas Täna (eng. Today – a non-carbonated tea) and Homme (eng. Tomorrow – a sparkling tea), and many other new products are coming. You can follow us on FB or Instagram to get acquainted with these coming new products.

eestimaitse_algus

Our designer, Mart, has been extremely important in creating the Eesti Maitse brand. Mart gets excited about projects in which he can use his typography skills. From the beginning, he wasn’t sure that we even needed pictures on the labels of our herbal mixtures. He only wanted to first put some text on the labels and then we would make the final decision. The vision was to design pharmacy like clear, and somewhat formal labels for the lumpy bottles. The font of Eesti Maitse, placed on a ribbon, is more lyrical. The ribbon design was created years ago and is derived from different titles created by the Estonian artist Günther Reindorf for the book “Ancient Stories of the Estonian People”. Finally, the proportions of the letters were shaken into place, a little color was dropped onto the black and white design, and finally technical information was added to all the labels, then the final designs were sent to
the printing press.

Heido Sõna