diff --git a/playbooks/loki.yml b/playbooks/loki.yml
new file mode 100644
index 0000000..86f3da7
--- /dev/null
+++ b/playbooks/loki.yml
@@ -0,0 +1,6 @@
+---
+- name: Install loki
+  hosts: "{{ loki_hosts | default('loki') }}"
+  become: true
+  roles:
+    - role: finallycoffee.observability.loki
diff --git a/roles/loki/README.md b/roles/loki/README.md
new file mode 100644
index 0000000..5d69e64
--- /dev/null
+++ b/roles/loki/README.md
@@ -0,0 +1,14 @@
+# `finallycoffee.observability.loki` ansible role
+
+## Overview
+
+Runs [loki](https://github.com/grafana/loki) in a docker container.
+
+## Configuration
+
+Listens on `3100` per default, and can be changed using `loki_config_server_http_listen_port` / `loki_config_server_http_listen_addr`.
+
+### Required configuration
+
+Loki's storage config can be provided in `loki_config_storage_config`,
+the schema configs can be provided in `loki_config_schema_config_configs`.
diff --git a/roles/loki/defaults/main.yml b/roles/loki/defaults/main.yml
new file mode 100644
index 0000000..d676d97
--- /dev/null
+++ b/roles/loki/defaults/main.yml
@@ -0,0 +1,45 @@
+---
+loki_user: loki
+loki_version: "2.9.1"
+loki_base_path: "/opt/loki"
+loki_config_path: "{{ loki_base_path }}/config"
+loki_config_file: "{{ loki_config_path }}/config.yml"
+loki_state: present
+loki_container_state: >-
+  {{ (loki_state == 'present') | ternary('started', 'absent') }}
+loki_run_user: "{{ loki_user_info.uid | default(loki_user) }}"
+loki_run_group: "{{ loki_user_info.group | default(loki_user) }}"
+loki_all_host_directories: >-
+  {{ loki_required_host_directories + loki_host_directories | default([]) }}
+loki_required_host_directories:
+  - path: "{{ loki_base_path }}"
+  - path: "{{ loki_config_path }}"
+
+loki_container_name: loki
+loki_container_image_name: "loki"
+loki_container_image_namespace: "grafana"
+loki_container_image_registry: "docker.io"
+loki_container_image_tag: ~
+loki_container_image: >-
+  {{ loki_container_image_registry
+    + (('/' + loki_container_image_namespace)
+    if loki_container_image_namespace | default(false, true) else '')
+    + '/' + loki_container_image_name
+    + ':' + (loki_container_image_tag | default(loki_version, true))
+  }}
+loki_container_env: {}
+loki_container_base_volumes:
+  - "{{ loki_config_file }}:/etc/loki/local-config.yaml:ro"
+loki_container_all_volumes: >-2
+  {{ loki_container_base_volumes + loki_container_volumes | default([]) }}
+loki_container_all_labels: >-2
+  {{ loki_container_base_labels | combine(loki_container_labels | default({})) }}
+loki_container_restart_policy: "unless-stopped"
+
+loki_config_target: "all"
+loki_config_auth_enabled: false
+loki_config_server_http_listen_port: 3100
+loki_config_server_http_listen_address: 127.0.0.1
+loki_config_storage_config: {}
+loki_config_schema_config_configs: []
+loki_config_limits_config: []
diff --git a/roles/loki/handlers/main.yml b/roles/loki/handlers/main.yml
new file mode 100644
index 0000000..cd3850c
--- /dev/null
+++ b/roles/loki/handlers/main.yml
@@ -0,0 +1,10 @@
+---
+- name: Ensure loki is reloaded
+  listen: loki_reload
+  community.docker.docker_container:
+    name: "{{ loki_container_name }}"
+    state: "started"
+    restart: true
+    force_kill: true
+    kill_signal: "HUP"
+  when: "loki_container_state in ['started', 'present']"
diff --git a/roles/loki/tasks/main.yml b/roles/loki/tasks/main.yml
new file mode 100644
index 0000000..6c34132
--- /dev/null
+++ b/roles/loki/tasks/main.yml
@@ -0,0 +1,56 @@
+---
+- name: Ensure loki user '{{ loki_user }}' is {{ loki_state }}
+  ansible.builtin.user:
+    name: "{{ loki_user }}"
+    state: "{{ loki_state }}"
+    system: true
+    create_home: false
+  register: loki_user_info
+
+- name: Ensure loki host directories are {{ loki_state }}
+  ansible.builtin.file:
+    path: "{{ item.path }}"
+    state: >-
+      {{ (loki_state == 'present') | ternary('directory', 'absent') }}
+    owner: "{{ item.owner | default(loki_run_user) }}"
+    group: "{{ item.group | default(loki_run_group) }}"
+    mode: "{{ item.mode | default('0755') }}"
+  loop: "{{ loki_all_host_directories }}"
+
+- name: Ensure loki configuration file is templated
+  ansible.builtin.copy:
+    content: "{{ loki_final_config | to_nice_yaml(width=10000, indent=2) }}"
+    dest: "{{ loki_config_file }}"
+    owner: "{{ loki_run_user }}"
+    group: "{{ loki_run_group }}"
+    mode: "0640"
+  notify: loki_reload
+
+- name: Ensure loki container image '{{ loki_container_image }}' is {{ loki_state }}
+  community.docker.docker_image:
+    name: "{{ loki_container_image }}"
+    state: "{{ loki_state }}"
+    source: "pull"
+    force_source: >-
+      {{ loki_container_image_force_source
+        | default(loki_container_image_tag | default(false, true)) }}
+  register: loki_container_image_info
+  until: loki_container_image_info is success
+  retries: 3
+  delay: 5
+
+- name: Ensure loki container '{{ loki_container_name }}' is {{ loki_container_state }}
+  community.docker.docker_container:
+    name: "{{ loki_container_name }}"
+    image: "{{ loki_container_image }}"
+    env: "{{ loki_container_env }}"
+    user: "{{ loki_run_user }}:{{ loki_run_group }}"
+    ports: "{{ loki_container_ports | default(omit, true) }}"
+    labels: "{{ loki_container_all_labels }}"
+    volumes: "{{ loki_container_all_volumes }}"
+    networks: "{{ loki_container_networks | default(omit, true) }}"
+    purge_networks: "{{ loki_container_purge_networks | default(omit, true) }}"
+    etc_hosts: "{{ loki_container_etc_hosts | default(omit, true) }}"
+    hostname: "{{ loki_container_hostname | default(omit, true) }}"
+    restart_policy: "{{ loki_container_restart_policy }}"
+    state: "{{ loki_container_state }}"
diff --git a/roles/loki/vars/main.yml b/roles/loki/vars/main.yml
new file mode 100644
index 0000000..d825c6d
--- /dev/null
+++ b/roles/loki/vars/main.yml
@@ -0,0 +1,14 @@
+loki_default_config:
+  target: "{{ loki_config_target }}"
+  auth_enabled: "{{ loki_config_auth_enabled }}"
+  server:
+    http_listen_address: "{{ loki_config_server_http_listen_address }}"
+    http_listen_port: "{{ loki_config_server_http_listen_port }}"
+  storage_config: "{{ loki_config_storage_config }}"
+  limits_config: "{{ loki_config_limits_config }}"
+  schema_config:
+    configs: "{{ loki_config_schema_config_configs }}"
+loki_final_config: >-
+  {{ loki_default_config | combine(loki_config | default({}), recursive=True) }}
+loki_container_base_labels:
+  version: "{{ loki_version }}"