LUFF
A brand uplift from niche to hype.
As Saudi's urban scene comes to life, LUFF evolves into a street and hype culture brand.
We cleaned the logo for confident, bold applications.
Originally from the donut, the mini-crafted bomboloni represents a refinement of street food. Our branding direction refines street tagging and scripting from the graffiti world to bring a modern, clean, and minimalistic graphical
approach.
To produce momentum for the brand statement, we tuned the brand voice to a daring 3rd person reference. The next level effect of product drops was recreated by reintroducing the tagging graphic into the typography. The statement is bold, loud, and simultaneously visually present.
Positioning the brand at the center of the latest trend, Luff boxes were designed to emulate an updated 90’s hip-hop style. Creating a well-balanced proportion game of a full-color box and a large, centered logo, Luff packaging is crisp and iconic enough to speak the loud language of hype culture.
