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All Works

About

A warm, minimalist identity for a specialty coffee roaster — from logo and typography to cups, bags, and storefront.

Category

Branding

Industry

Food & Beverage

Year

2024

Timeline

8 weeks

Lumen collateral laid out flat: menu, paper carrier bag, cold brew cartons and business cards

Problem

Lumen had exceptional beans but a forgettable presence. Their old mark blended into a crowded specialty-coffee market, and packaging failed to communicate the care behind each roast. Customers couldn’t tell the single-origin line apart from the blends on the shelf, hurting both recognition and repeat sales.

Iced latte in a clear cup behind the Lumen script wordmark
Milk poured into an iced coffee glass, Lumen wordmark in white
Two roasted coffee beans below the Lumen wordmark
Espresso pouring from a machine group head into a Lumen cup

Solution

We built a warm, minimalist identity anchored by a custom wordmark and a sunrise-inspired mark that scales cleanly from cup to storefront signage. A flexible color-coded system distinguishes each roast, while tactile, uncoated packaging signals quality and sustainability at a glance.

Lumen business cards stacked on an amber acrylic block
Stone-coloured cap printed with the Lumen wordmark
Cold Brew cans in a white crate carried by hand
Cold Brew pouch on a stainless steel counter

Result

The refreshed identity gave Lumen a confident shelf presence that finally matched the quality inside the bag. Customers could tell the single-origin line from the blends at a glance, and the roaster reported stronger recognition and steadier repeat orders within the first season. The flexible system scaled effortlessly from cups to storefront signage, giving Lumen a cohesive look across every touchpoint without slowing down new product launches.

Lumen cup carrier held above two takeaway cups
Lumen poster held open, reading Coffee. in a better light.

About

A warm, minimalist identity for a specialty coffee roaster — from logo and typography to cups, bags, and storefront.

Category

Branding

Industry

Food & Beverage

Year

2024

Timeline

8 weeks

Lumen collateral laid out flat: menu, paper carrier bag, cold brew cartons and business cards

Problem

Lumen had exceptional beans but a forgettable presence. Their old mark blended into a crowded specialty-coffee market, and packaging failed to communicate the care behind each roast. Customers couldn’t tell the single-origin line apart from the blends on the shelf, hurting both recognition and repeat sales.

Iced latte in a clear cup behind the Lumen script wordmark
Milk poured into an iced coffee glass, Lumen wordmark in white
Two roasted coffee beans below the Lumen wordmark
Espresso pouring from a machine group head into a Lumen cup

Solution

We built a warm, minimalist identity anchored by a custom wordmark and a sunrise-inspired mark that scales cleanly from cup to storefront signage. A flexible color-coded system distinguishes each roast, while tactile, uncoated packaging signals quality and sustainability at a glance.

Lumen business cards stacked on an amber acrylic block
Stone-coloured cap printed with the Lumen wordmark
Cold Brew cans in a white crate carried by hand
Cold Brew pouch on a stainless steel counter

Result

The refreshed identity gave Lumen a confident shelf presence that finally matched the quality inside the bag. Customers could tell the single-origin line from the blends at a glance, and the roaster reported stronger recognition and steadier repeat orders within the first season. The flexible system scaled effortlessly from cups to storefront signage, giving Lumen a cohesive look across every touchpoint without slowing down new product launches.

Lumen cup carrier held above two takeaway cups
Lumen poster held open, reading Coffee. in a better light.

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