LUMA COFFEE ROASTERS
Live Social
Drink Local
Logan, Devin, Catherine, and Shelby are the amazing people behind Luma Coffee. When they came to me a few years ago, they already had an incredible community rooting for them. They were in the process of looking for a mortar coffee shop and growing their operation from the coffee cart they had.
Today, they not only have the coolest place in downtown Hammond, but they also have the support of their town. They have gone from offering coffee to food, merch, and community events for their peeps.
BRAND STRATEGY
BRAND IDENTITY
CUSTOM CALLIGRAPHY
CUSTOM ILLUSTRATION
PATTERN DESIGN
More than Coffee
From day one, they knew they wanted to offer more than coffee. They knew Hammond needed a place where people could go and have an experience while enjoying a lovely avocado toast. They wanted to be a place where their community felt safe, seen and could come and feel right at home, reason why “Social Club” was added to their main logo.
SOCIAL
/
FUN
/
FRESH
/
AUTHENTIC
/
SOCIAL / FUN / FRESH / AUTHENTIC /
“Wake up your Dreams”
We wanted the college crowd of Hammond to feel identified and represented with the brand, so we opted for a modern graphic treatment that felt fresh and fun to appeal to them. Other treatments include the use of thin lines, arches, and custom-made calligraphy for their dreamy tagline: “Wake up your Dreams.”
All Things Merch
Almost a year after the branding launched, they came needing some more brand marks. Their community craved ways to feel part of the Luma family, so we created three more coffee roasting illustrations and five more graphics to be applied in t-shirts, mugs, stickers, pins, and such.
“Live Social Drink Local”
We considered important while developing these new marks that they felt like the original set while bringing freshness and fun copy their community could relate to. We added an L wreath with the phrase “Live Social Drink Local,” as well as an elaborated illustration of their historic building situated in the middle of downtown Hammond.
