LUFF
Rebranding & Packaging
A brand uplift from niche to hype.
As Saudi Arabia’s urban and street culture evolved, LUFF had the opportunity to grow from a niche donut concept into a bold lifestyle-driven brand. We refined the logo for stronger, more confident applications and built a visual language inspired by the brand’s mini bomboloni, combining the raw energy of street tagging, graffiti and 90s hip-hop culture with a cleaner, more contemporary approach. The brand voice became bolder and more playful, while expressive typography and tagging graphics recreated the energy of product drops and hype culture.
Packaging followed the same direction, using full-color boxes, oversized logos and simple compositions to create a distinctive, instantly recognizable identity. The brand continued to grow in relevance, visibility and market presence, ultimately leading to its acquisition.
