LAPSO
“A good name is, ultimately, the first handshake between a brand and its audience. And if that first encounter can do so much work, it is better for it to be strong from the very beginning.”
Let us introduce Lapso, an immersive yoga studio and café in Medellín. When the clients came to us, there was only one starting point: yoga and coffee. Very little, yet also a lot. From there, we began looking for common ground between these two worlds—something that could become the foundation of the brand: its name.
That is how we found time as a unifying concept. In yoga, time is experienced differently: it can expand, slow down, or move quickly depending on the moment. In coffee, time also appears as a pause, as that small moment one takes to stop and reset. From that intersection, Lapso was born—a name that holds both worlds within a simple idea, yet one loaded with meaning.
In some design projects, the name does much of the work because it establishes an atmosphere from the very beginning: in Lapso’s case, one of pause, presence, duration, breath, and ritual. It does not need to be obvious in order to be clear. It does not need to explain too much, and that is precisely what we like most about it, because it leaves room for interpretation. That allows the brand to begin speaking from a place of its own from the very first moment.
Names are not simply chosen: they are designed. And very often, they pave the way for the graphic work to unfold naturally. In Lapso, that starting point was so solid that much of the later development could focus on tone of voice: a way of speaking that feels coherent with this idea of pause, presence, and time.
Visually, the brand expresses itself through subtlety. Its logo shifts depending on the touchpoint, reinforcing the idea that this is a space where time can be experienced differently, while a range of visual resources amplifies that feeling of timelessness and pause.
Proyecto:
Naming & Brand identity
Créditos:
Invade design team:
María Vélez: Brand voice & naming
Tomás Saldarriaga: Creative Direction
Agustin Hoyos: Visual Identity & Creative Direction