Lekker Creations
Lekker Creations is a Boulder-based woodworking studio specializing in hand crafted furniture and adventure-ready van conversions.
SCOPE
Branding Strategy
Key Messaging
Visual Identity
Photography
Print
Website
PROJECT
Brand Identity
YEAR
2021
In Afrikaans, the word “Lekker” refers to something beautiful, fun, or sexy. From the outset of our work with Lekker Creations, our primary design challenge was to infuse the brand with the fun-loving spirit of its South African founder, while remaining firmly rooted in an aesthetic that could position the business as a premium competitor in Colorado and beyond.
To accomplish this, we struck a carefully calibrated balance of juxtaposed attitudes throughout the brand’s visual language. While the word mark, grid system, and photography direction remain more serious, hand-drawn illustrations, a stylized logo icon, and a vibrant secondary palette infuse the identity with a little cheek and a lot of personality.
The Lekker word mark remains clean and bold, with subtle custom touches in the L and k’s that hint at a carpenter’s cuts. The brand seal features a lively shaka (a gesture used interchangeably with the phrase "Lekker!"), imbuing the full logo lockup with a friendly and laid back attitude.
The brand icon took shape from a motif of personal significance to the company’s founder: a four-point compass. After several iterations, we distilled the compass into its simplest form — a diamond indicating the four cardinal directions — and added a loose wood grain texture. A secondary illustration of a baobab tree points again to the founder’s heritage and creates an opportunity for a casual, wearable brand asset.
Photo: Chet Strange
Kind Words —
“We were constantly amazed at the level of care and communication throughout the design process. The team at Mammmal have truly wonderful levels of empathy and question-asking abilities. They helped us discover and iron out details that we didn’t even know were missing.”
- Jay Dike
Owner
