Lumur
Slow Coffee & Hygge Concept
In designing "Third Place" spaces, there is a fine line between creating coziness and slipping into infantilism. For the Danish coffee house Lumur, I faced the challenge of visualizing the concept of "slow living" while avoiding tropes of cuteness. Additionally, the client specifically requested a mascot within the logo.
The task: To create an identity that acts as a "sensory buffer" between work stress and domestic peace. The style needed to be mature, complex, yet intuitively clear, strictly adhering to the Danish Hygge aesthetic.
The Solution: Soft Geometry, I rejected rigid modular grids in favor of a "Soft Geometry" concept:
· Form as Function: The visual language mimics the physical sensation of safety. We replaced rigid lines with fluid forms to literally smooth out the "sharp corners" of urban life.
· Semiotics of the Symbol: The mascot (a cat) is not just a character, it is a semantic marker. A cat instinctively finds the safest and quietest spot in a room. The logo broadcasts this state of rest.
#BrandIdentity #LogoDesign #Typography #Minimalism #DanishDesign #LogoMascot #CoffeeBranding #PackagingDesign #SlowLiving #Hygge
In designing "Third Place" spaces, there is a fine line between creating coziness and slipping into infantilism. For the Danish coffee house Lumur, I faced the challenge of visualizing the concept of "slow living" while avoiding tropes of cuteness. Additionally, the client specifically requested a mascot within the logo.
The task: To create an identity that acts as a "sensory buffer" between work stress and domestic peace. The style needed to be mature, complex, yet intuitively clear, strictly adhering to the Danish Hygge aesthetic.
The Solution: Soft Geometry, I rejected rigid modular grids in favor of a "Soft Geometry" concept:
· Form as Function: The visual language mimics the physical sensation of safety. We replaced rigid lines with fluid forms to literally smooth out the "sharp corners" of urban life.
· Semiotics of the Symbol: The mascot (a cat) is not just a character, it is a semantic marker. A cat instinctively finds the safest and quietest spot in a room. The logo broadcasts this state of rest.
#BrandIdentity #LogoDesign #Typography #Minimalism #DanishDesign #LogoMascot #CoffeeBranding #PackagingDesign #SlowLiving #Hygge
Ahtyrka 
Available for hire