Branding

Lodjur Winter Collection

Lodjur is a hypothetical company that creates an assortment of Swedish sweets and beverages. In a branding course, I designed the general branding and the winter collection for the company, which includes favorites like glögg and gingerbread.

The Lodjur brand is unified by a series of beiges and triangular patterns. Shades of cranberry and a stylized, hexagonal snowflake denote the winter line. The brand combines contemporary European aesthetics and the warmth and comfort of Scandinvian hygge.

Cranberry-colored Lodjur logo on a beige background
Lodjur lockup collection on a brown background Stylized snowflake icon on a cranberry background Colored hexagons showing the brand's colors Brown hexagon pattern on a beige background
Cranberry-colored Lodjur logo on a beige background Lodjur lockup collection on a brown background
Stylized snowflake icon on a cranberry background Colored hexagons showing the brand's colors Brown hexagon pattern on a beige background

Building the Brand

Nature is important to the Swedes, and the lynx is a prominent natural symbol. “Lodjur” is the Swedish word for the animal, whose distinctive facial features inspired the form of the logo. Other historical Swedish symbols and elements informed the design, including blackletter typefaces, hexagonal and triangular forms, and neutral palettes. Sanna Ja Olli’s fine art was a strong influence as well. Regarding typography, a weighty, all-caps, slab serif was paired with the thinner, custom logotype to create the Lodjur Winter Collection lockup.

An animated gif showing the influence of a lynx's face in the logo An image of a lynx
Various sketches from the logo ideation process A moodboard with images of relaxation, fonts, and packaging

Product Packaging

The branding culminated in packaging for glögg and gingerbread. The snowflake appeared subtly on the wine bottle’s label and more prominently as a cutout in the cookie package. The light triangular patterns were incorporated on the top of the wine bottle and on the sides of the gingerbread package.

Lodjur bottle with a cranbery label with snowflake cutout and silver metallic lettering Gingerbread cookie packaging with a snowflake cutout