DAVID LUNDBÄCK

WORK

The custom typography for GP’s draws inspiration from the throw-up graffiti found on the wall outside a classic New York pizza joint. 

Since Guilty Pleasure Café have a young audience with an open-minded attitude, the graffiti-inspired letterforms felt like a fun match. The result is a custom typeface with playful illustrations that capture both the brand’s personality and its authenticity.



Guilty Pleasure Café Awards:

  • Gold at Svenska Design Priset for it’s identity in the Graphic Identity Light category 2025. (Link)

  • Silver at Guldägget for it’s identity in the design category 2025. (Link)
*Project executed by 25AH for Guilty Pleasure Café.
Photos captured by Hampus Fredman

DAVID
LUNDBÄCK CONTACT

david.lundbaeck@gmail.com
+4672 204 55 22



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