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.
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.
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.
