Borgmästarn

Background

Borgmästarn is a new pub concept in Linköping centred on “140 beers and more.” The clients came to OUF with no name or identity — just a location, a passion for craft beer, and a vision.

The challenge

The identity had to balance Czech beer culture with a local sense of place — neither anonymously international nor narrowly local. The name had to authentically own the location by Borgmästaregatan and St. Lars church.

Strategy

We developed 14 name concepts, each with its own story. “Borgmästarn” was chosen for its double anchor to the street and its warmth and authority. Of four design directions, one was chosen that weaves the street's silhouette and the church tower into a circular badge logo.

Visual system

A circular badge with a hand-drawn illustration of Borgmästaregatan and St. Lars church, the name in bold serif along the bottom with the tagline “140 ÖL & MER.” Colours: Crimson Red, Navy Blue, and Onyx Gray, set in Montserrat.

The result

Borgmästarn went from a nameless concept to a brand with immediate local recognition and cultural weight.

Deliverables

• Naming strategy (14 concepts)
• 4 design directions
• Primary logo
• 4 logo variants
• Colour system
• Typography system
• Brand guidelines
• Web design (Figma prototype)