FIKA | Swedish Cafe Brand Identity

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(eng)

"Fika" is more than just a coffee break – it's a deeply ingrained Swedish tradition of making time for connection, relaxation, and simple pleasures. The word "fika" is believed to have originated from a playful inversion of syllables in the word "kaffe" (coffee) during the 19th century, but the concept of coffee and social gatherings has been present in Sweden for centuries.

(swedish)

"Fika" är mer än bara en fika – det är en djupt rotad svensk tradition att ta sig tid för koppling, avkoppling och enkla nöjen.expand_more Ordet "fika" tros ha sitt ursprung från en lekfull inversion av stavelser i ordet "kaffe" (kaffe) under 1800-talet, men begreppet kaffe och social samvaro har funnits i Sverige i århundraden.

The process:

Our journey began with an understanding of how to bring the warmth and connection of Swedish Fika culture to our community. We dove deep into the world of coffee, extracting the most nuanced flavours and stories. Our design process married minimalist aesthetics with a rich, dark palette, echoing the dual nature of coffee — both a ritual and a revelation.

Design Philosophy:

"Fika" stands where shadow meets light. Our monochromatic identity echoes the night's mystique, while our logo — bold and balanced — embodies Swedish culture and community. "Fika" can happen anytime! Mid-morning, afternoon, or even a cozy evening wind-down. It's about intentionally carving out the time. It is about creating space for simplicity and the genuine. It's appreciating the little things, like a flavorful cup of coffee and good company in a relaxing atmosphere.

The outcome:

The result is a brand that doesn’t just speak; A well-executed brand design process lays the groundwork for success. If Fika's branding effectively taps into the desire for warmth, connection, and an appreciation for Swedish culture, it has the potential to become a beloved and lasting fixture in its community.