Sag Mir_ Buch & Wein

The central idea was synthesis.

Sag Mir sits at a genuine intersection — Bavarian and Ukrainian visual culture, brought together in a space shaped in collaboration with the client’s interior design team.

Rather than picking one reference and decorating with the other, we looked for a shared visual language: what these two cultures hold in common, and what happens when you design from that overlap outward.

The result is a brand that feels neither imported nor forced. It belongs where it is.

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sag mir_ speaks like a good host: warm, a bit witty, and never pretentious.

The brand uses lowercase by default. The name itself is a recurring theme.

'sag mir' means 'tell me' in German, which serves as an open invitation at every touchpoint.

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Bavarian and Ukrainian visual styles were combined in a space created with the client’s interior design partners.

Instead of choosing one style and adding touches of the other, we found common ground and built the design from that point.

At the heart of it is a mascot — a blue wolf, playful and friendly, who shows up across every touchpoint of Sag Mir’s communication.

He carries the dual cultural reference without explaining it. Wolves mean something in both Ukrainian and German folklore.

Making him blue and unmistakably warm, turned a loaded symbol into something people want on their tote bag.

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Full brand identity from scratch: logo and wordmark, colour palette, typography, and brand guidelines. From there, the system extended into everything the space touches — merchandise (bookmarks, postcards, posters, clothing) and ongoing social media design that we continue to produce alongside them.

Every touchpoint was designed to feel like Sag Mir. “The wolf made sure of it.”

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