Loopyful Design: From Rome’s chaos to Reykjavik’s colours: The Loopyful world of Icelandic-inspired design

By Nane Steinhoff | Photos: Luana Adriani

Born from a moment of uncertainty and shaped by Iceland’s beauty, Loopyful Design transforms Nordic nature and everyday wonders into colourful, fun keepsakes. From postcards and bookmarks to mugs and textiles, Luana Adriani’s playful illustrations invite visitors to take Iceland home with them.

Loopyful Design stands for bold colour, mischievous characters and a deep affection for Iceland. Yet behind the cheerful postcards, puffin bookmarks, rainbow-street magnets and museum-ready collections lies a story of reinvention. When Luana Adriani moved from Rome to Iceland, she expected adventure. Instead, she recalls: “A world pandemic was the last challenge I expected to face.” With tourism halted and work disappearing overnight, she focused on creativity, as she puts it, “just to keep myself sane.”

Houses of Reykjavik postcard.

That impulse soon became a business. Drawing on her background as a graphic designer, Luana returned to sketching and studied surface and pattern design online. The name came naturally: during her time in the UK, Adriani acquired the nickname Loopy Lou, and Loopyful Design now carries, as she puts it, “the soul of Loopy.”

Puffin bookmark.

Iceland supplied the spark. Luana had always drawn what caught her eye, but relocating north reawakened that instinct. “Everything catches my attention here: the light, the flowers, the wild nature, the turning of the seasons, the culture and the language,” she says. “There’s simply not enough time to draw it all.” Influenced by the manga culture she grew up with in 1980s Italy, Adriani brings a cartoony warmth to landscapes, local sayings and beloved creatures.

Poppies silk scarf.

Today, Loopyful Design produces small-batch giftware for selected Reykjavik souvenir shops and museums, from postcards, bookmarks and stickers to mugs, while expanding into art licensing for stationery, fashion and home décor. “My designs stand out through bold colours, cute characters, humour and genuine love for this island,” Luana explains, offering visitors a memory of Iceland through her “very personal point of view.”

“Out of the ashes of years of office work that left me tired, bitter and probably burned out, I gave myself a new chance, starting from zero at 43,” she says. In reconnecting with childhood joy, Luana has built a brand that feels intimate, adventurous and unmistakably northern — one Loopyful design at a time.