The Puff House is an establishment with a concept inspired by traditional “pub houses”, but with a focus on tobacco and hookah. Additionally, it offers customers a variety of beverages, following the pub tradition. In the future, the intention is to incorporate food into the menu, similar to bars.

The main challenge in creating the brand was to bring a different concept from bars and hookah lounges, as the main focus of the establishment is on young people.

The visual identity is inspired by street culture, streetwear, and also the hip hop lifestyle, with an alternative and unique aspect.

The typographic logo, made from the “Fleisch Wolf” typography with some modifications to make it more characteristic and unique to the brand. The Blackletter style alludes to London Pubs, while the irregular lines reference graffiti and street culture.

The brand’s color palette features a sophisticated combination with a powerful contrast. Black and green form a perfect combination, thus conveying modernity and the boldness of the brand.

One of the projects for the physical space would be the presence of Caligrafitti in the decoration of the environment. With that in mind, an element inspired by Caligrafitti was also created to be used in digital environments and in the brand’s communication.

The second element created was a shape inspired by the hookah plate, reinforcing the main product of the brand in its communication.

The result of this entire universe created for the visual identity was an authentic brand, conveying the energy and rebelliousness of street culture (streetwear, hip hop, graffiti, etc.), as well as the elegance and essence of London’s Pub Houses.