Logo and identity for the hy.gge space: four concepts and a brand system

hy.gge brings together a wellness café, a bar, tea ceremonies, yoga, talks and workshops. It needed a visual language to tie these very different activities into one recognisable brand.

The work began with research rather than sketches: together with the client we went through the brand philosophy, the audience and where the mark would live, from social media and coffee packaging to clothing, signage and merch.

• Four separate concepts: elements and balance, tradition and the kese bowl, four elements, movement and practice
• Colour palette and branded items
• Digital and print materials
• Brand usage guidelines

The client compared directions for the brand, not just shapes for a mark. Once a concept was chosen, the logo grew into an identity system that can be tested across every touchpoint before launch.

Design: Yeldos Aman.