Luglu

Luglu is an emerging non-alcoholic beverage brand whose visual identity deliberately plays with the tension of contrasts: the calm, tranquil world of the deep ocean is disrupted by a playful yet threatening, grotesque, one-eyed octopus monster. As a mythical symbol, it represents the consumer’s sense of adventure and curiosity. The logotype follows a calligraphic, hand-written style, evoking the motion of ocean waves through dynamic line work that conveys youthful energy and momentum.

The typography suggests a loose, hand-drawn feel, reflecting the brand’s spontaneity and sense of humor. The color palette—deep blue paired with vibrant orange—balances calmness with impulsiveness, while the illustrated packaging graphics emphasize storytelling. The goal of the design was to create a visual system that breaks away from conventional beverage market clichés while remaining coherent and easily recognizable. Luglu’s identity intentionally blends grotesque elements with humor, making the brand both memorable and likeable.