Beauty in the eye of the beholder and all, but the Swedish work is largely quite pretty and readable where the Estonian guidelines are an excellent of what designers do when they can get away with it or the client is too compliant / eager to be different. (source: am designer)

The intro claims the character of the Estonia brand is "nordic, surprising, smart" but the Aino font in particular seems way too focused on being surprising at the expense of legibility, which certainly diminishes expression of the smart element.