Thank You Ray!

Lounja Logo

Have you ever had a client that requested everything but the kitchen sink in their logo? Well that was the specific challenge I faced with this project. Lounja is a new start up venture that will have a variety of key attributes related to it's business model.

- Smoothies
- Food
- Global Conscience
- Environmental / Organic
- Spiritual
- Health
- Passion

Some how I had to work all of these attributes into the mark, at least that was the clients request after they shot down my first round of ideas. So how do you pull that off? Easy! You just revert to Hindu lore and use the "Kali Method."


Scene from "The Golden Voyage of Sinbad"

My logo solution spins off of the Hindu goddess "Kali" who had six arms. I remember first seeing this character when I was a kid attending a Saturday matinee of "The Golden Voyage of Sinbad." Prior to CGI the end all when it came to special effects was the legendary Ray Harryhausen and the Sinbad movies were his magnum opus!

Kali came to life on the big screen as I watched in delight eating Hot Tamales and visually absorbing the six armed creature before me. Little did I know this brief interlude from my childhood would help me 30+ years later.


Lounja business card design.

So having six arms allowed me to easily work into the mark the laundry list of attributes the client requested without it becoming a design killer.

I always like to work die cuts into my identity work. This helps to move them away from the standard shape context they'll compete with in the marketplace. The background element proved to be a very useful motif I could exploit for this application of the mark.

You never know where inspiration will ultimately come from or how long it'll take to