Case Study

LUFF

A brand uplift from niche to hype.

Issue

LUFF, a mini bomboloni donut brand, was becoming niche. Loved and adored by young women, the brand name became synonymous with being dainty and sweet. The brand wanted to break out of the narrow segment of gender target and approach a more wide range of consumer base, the problem being niche has its brand equity, and no one wanted to lose equity.

Insight

Products that amass a following can tap into a larger audience if they know how to powerplay the hype. We repositioned the brand taking advantage of a micro-trend that was about to hit mass in Saudi. Street culture, as part of urbanizing, Saudi's big cities are embracing sneakerheads, skateboarders, and streetwear. So we decided to create an ecosystem that fits the glove, turning a donut brand into a lifestyle statement.

Solution

Developing a center stage approach to the redesign, we set about the heart of it all, modernizing the 90's hip-hop visuals and owning graffiti tagging into a contemporary visual language. Much of the hype ecosystem branding was layered into the brand, making sure we don't over-brand and leaving all the attention on the large crisp logo.

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.