Uffda Hospitality is the umbrella company behind two popular eateries in Louisville, Kentucky (Grind Burger Kitchen and Oskar’s Slider Bar). Lead by husband-and-wife team, Liz and Jesse Huot, Uffda Hospitality is gearing up to add a retail store and bakery to their roster and needed a logo to represent their growing family of brands.

The word Uffda is a nod toward the Huot’s Scandinavian heritage. Uffda is a Norwegian slang term popularized by Scandi immigrants to the Upper Midwest. It is used to express joy, bewilderment, frustration, dismay, etc. (For example, in Norway, Charlie Brown would say “Uff Da!” Instead of “Good Grief!”) Taking this into consideration, the logo was inspired vintage Scandinavian folk art, with a high hygge vibe and notes of Northern Grandma.

Scope:
Logo
Identity System
Business Cards