Fika & Company Logo

I was asked to create an identity for a Swedish style-cafe that could open up in downtown Winter Haven, Florida. This was the favorite concept and chosen option of the three presented.

The name was proposed as "Fika AND Company" instead of "The Fika Company" to drive home the meaning of Fika. It's not about grabbing coffee on the run, like many American cafes are; It's about taking time out of the day to relax, maybe see a friend, have a warm cup of whatever makes you happy.

The ligatures connecting the letters and the custom "&" represent the foam designs in a cappuccino as the milk is drawn slowly through it. The pattern above the "&" also recalls traditional Scandinavian embroidery patterns. Was aiming for "subliminal cozy."