Rebranding Yupi into LOUV

LOUV is a pop-up concept studio that crafts cohesive, tailor-made brand experiences. Through thoughtful design, strategy, and attention to detail, it helps brands stand out and build strong emotional connections with their audiences.

Project: Rebranding Yupi into LOUV, repositioning it as a bold, high-end food event brand aimed at a more demanding B2B audience, with a distinctive visual identity that balances professionalism, creativity, and audacity.


Challenges: They start by creating pop-ups that feel like a warm, family-like setting, then expand into B2B collaborations across fashion, skincare, and lifestyle. They therefore need a brand identity that can stand confidently alongside these established brands.


Solution: The art direction was inspired by fashion editorial design to express LOUV’s premium and modern positioning. It combines a clean, minimalist visual system with bold color accents and subtle signature details to reflect high-end craftsmanship and flexible, customizable offerings.

Previously known as YUPI, they rebranded to LOUV. The old logo fit their beginnings, playful and energetic, but as their work deepened, they needed a name that could carry it. LOUV reflects how they actually work: detail-oriented, personal, and focused on creating experiences that are truly felt.

The icon is designed to create a recognizable brand mark, functioning as a signature element. The whole composition is refined and stylized to evoke the feel of a ribbon or an elegant arabesque. This icon is used as the brand’s signature mark.

The logo draws from fashion magazine aesthetics to convey elegance and luxury. Its clean, minimal typography signals premium positioning, softened by organic typographic details that add personality and balance.