Lupa is an Italian-style bakery cafe on Golsar Street in Rasht which started in 2021. But this is not the first experience of the brand, and this bakery cafe operated under another name in Tehran, Cafe Up-Artman. Lupa means female wolf in Italian and this name was chosen to reflect the bakery concept. One of the characteristics of a wolf is its unpredictability and creativity in hunting and living. On the other hand, wolves live collectively rather than individually. For this reason, wolves and squirrels are used in brand illustrations. This is to give the audience a feeling of being in nature and close to wildlife. Also, in these illustrations, the gathering of these characters shows intimacy and friendship. Also, considering that all the products are handmade, the illustrations were done by hand. The brand colors suit modern bakeries.