This project focused on crafting an identity that feels like a hug: soft, nostalgic, and familiar. LUPO’s name and logo are rooted in the founders’ Italian heritage—the wolf, Italy’s national animal, becomes a warm and approachable character that welcomes all. Drawn with a single scribbled stroke, the wolf adapts its expression (from sleepy to excited) creating a playful and dynamic system. The branding balances the charm of artisanal gelato with a contemporary twist: a custom-drawn logo, hand-made typography, and a family of pictograms that reflect the friendly spirit of the space. The visual language—organic lines, soft tones, and a conversational voice—invites people to slow down, grab a gelato, a coffee, maybe a croissant, and enjoy the kind of Sunday you’ll remember years from now.