The LUFF 2012 Goes Psychedelic

The LUFF 2012 Goes Psychedelic

Designed by the Demian Conrad Design, the driving idea behind the 2012 LUFF campaign is psychedelic revival.

The studio has built the concept around raster technology, used to reproduce photography in offset printing. By enlarging it repeatedly, the design became an abstract element. The typography followed the traditional Swiss style used by the pharmaceutical industry for branding their products. Demian Conrad Design then selected 2 major visual effects caused by the use of Lysergic acid diethylamide (LSD): colour alteration and geometrical deformation.

The closer you get to the visual, the more it vibrates and becomes active, over-stimulating your visual receptors. The two rasters are not able to fuse together so they react badly and start to reject one another.

When it came to choosing colours, Demian Conrad Design wanted to create a contrast between a hi-tech-fluo-chemical ink and a vintage, Twenties turquoise; a great change from the predominantly black and white designs that the studio has become known for.