Rebranding and digital for Olufs, the popsicle shop of Copenhagen

A strategic rebrand of Olufs' shop from an artisanal, yet funky perspective and a different point of focus.

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Retelling the story of the popsicles



Olufs is a popsicle shop situated in the lovely neighborhood of Østerbro, in the city of Copenhagen. The name of the shop (and brand) comes from the street where the shop is placed on, Olufsgade. The popsicles are freshly made and of Italian artisan quality.

Work we did


RESEARCH UX/UI REBRANDING BRAND STRATEGY COMMUNICATION BRAND IDENTITY LANDING PAGE ILLUSTRATION



Project Lead


Alexandra Maracinaru

Creative direction

In-depth brand, market and consumer research. We evaluated what the business and brand stand for, and used the findings to kickstart the stragic thinking.

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Creative direction

One of the brand attributes that we ascribed to Olufs was “Artisan” as brand, but with a playful twist. We answered questions like: Why is Olufs here, who is the product for? Does Olufs stay relevant? How did the pandemic affect the brand? Is Olufs positioned appropriately for its ideal customer?

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Tone of voice and the web

Playful, youthful, full of life, but keeping it classy. That translated into the brand identity, specifically when communicating the logo, and when choosing the color scheme, as well as specific UI elements used on the hero section of the site.

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Further brand and visual identity development

The logo is a word-mark with a bit of a twist: an incorporated popsicle as the letter “U”. This allowed for the logo icon to stand alone or be part of the ensemble. We also designed a badge for Olufs. The badge is crafted to be used when the circumstance would call for it.

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label design, pacakging design, branding yellow popsicle, branding, illustration design
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