The Fika Café at the ASI was in need of a refresh, as its existing brand lacked both personality and clear Nordic inspiration. While the dictionary definition of “Fika” refers to coffee, in Nordic culture, it represents much more—a tradition of taking a coffee break with friends and creating a sense of fellowship. My goal with this redesign was to capture that warm, inviting feeling.

For the secondary pattern, I drew inspiration from the intricate floral designs found in traditional Nordic table runners. Using shapes that echoed those in the pictorial mark, I created a repeating floral pattern that adds depth and character while complementing the logo’s clean simplicity.