LUBA is a place where donuts are always fresh, cream is soft and rich, and coffee is strong and warm.
The name comes from the Old Slavic female name "Lyuba," which means "dear" or "beloved."
It sets the tone for the entire project — cozy, heartfelt, with a focus on care and taste.
The visual identity is built around a creamy color palette that evokes the feeling of donut filling.
Minimalist design, a primitive handwritten font, and simple shapes emphasize honesty
and the joy of small sweet pleasures.
LUBA is the place where every day starts with a donut.
©2025
