DAVID LUNDBÄCK

WORK
Since opening its doors in Umeå in 2021, Guilty Pleasure has built a reputation for serving generous feel-good food with a touch of humor and plenty of heart. When it was time to bring that same spirit to Sundsvall, 25AH was asked to create a new identity that captured the restaurants lively personality.

As part of the design team, I took on a central role in shaping the new look. The identity balances the casual energy of an American diner with the refined atmosphere of a New York bistro, expressed through a confident color palette, custom typography, and a lively illustration style. The result is a visual world that extends across menus, signage, social media, and interiors, all reflecting Guilty Pleasure’s unapologetic vibrant “Brunch Dinner Disco” vibe.


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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