Project with Lumena, a startup coffee & food business. The name, inspired by Saint Philomena (Roman Catholic patron saint of youth), evokes the feeling of rejuvenation experienced from having a healthy meal. The brand aspires to promote local, organically grown foods from various regions in Africa and I was tasked with creating an identity that reflects this.
Images and statuettes often depict the saint holding an anchor and arrow. I developed the coffee shop logo with this in mind, using the anchor as a centrepiece to reflect the origins of the name. The main logotype is a customized sans-serif typeface with sharpened terminals on the letters. This reflects the arrows found in images of the saint. The company aims to expand beyond the coffee business so I was also challenged with creating an identity that can be adapted to other sections of the food industry.
![](https://cdn.myportfolio.com/a9f9995109ed699d97e8915104ed3bd0/f80cedeba78ed9cd27cdec37_rw_1920.png?h=e6d48733858fed95f14c120b2c7c6364)
![](https://cdn.myportfolio.com/a9f9995109ed699d97e8915104ed3bd0/68a6f1b5dfee7b90c921fbfd_rw_1920.png?h=827ab0390af853a03861ad5cee241b84)
![](https://cdn.myportfolio.com/a9f9995109ed699d97e8915104ed3bd0/8ce864a1e4d302dec31cc504_rw_1920.png?h=315a15a4f55f54d15b598d4563166a4e)
![](https://cdn.myportfolio.com/a9f9995109ed699d97e8915104ed3bd0/08a82744d2bb8096302f4f04_rw_1920.png?h=96b9f78fd17509531e097a00ec8d177a)
![](https://cdn.myportfolio.com/a9f9995109ed699d97e8915104ed3bd0/d824aa26b2198a094fbb0633_rw_1920.png?h=e643c0bb22a2a6aada0b45c3412139ff)
![](https://cdn.myportfolio.com/a9f9995109ed699d97e8915104ed3bd0/e23875bd4274c50417a8aad6_rw_3840.png?h=eab6713a043357391e6c358cee70b8db)
^ Pantone colour guide for the various materials the logo will be used on.
![](https://cdn.myportfolio.com/a9f9995109ed699d97e8915104ed3bd0/d66f67b7-78f5-4a09-91b0-92224842ff86_rw_3840.png?h=d62a514a1d33d1c71f1853a8cb2378da)
A custom typeface for Lumena. To be used on marketing materials etc.
![](https://cdn.myportfolio.com/a9f9995109ed699d97e8915104ed3bd0/4346c700-a49e-41fc-bbf6-5b3ed4dd7560_rw_1920.png?h=1af9fe4ac8bf3479cab1468417ce2e40)
![](https://cdn.myportfolio.com/a9f9995109ed699d97e8915104ed3bd0/eb8a9180-8359-4576-bb91-e0c7d9f877ef_rw_1920.png?h=51a492b7fd99cfdf8df6e9f4bced4f0a)
![](https://cdn.myportfolio.com/a9f9995109ed699d97e8915104ed3bd0/f57f8ac5c762b1fc5cc0d624_rw_1920.png?h=8f92f8f88a0e31ff8df687df3f19ca10)
![](https://cdn.myportfolio.com/a9f9995109ed699d97e8915104ed3bd0/3bfa1c78d49991677834aaf6_rw_1920.png?h=6d37a5093c2e146cfa41d187e8e911f7)
^ Paper cup sleeve design and template. The client wanted a sleeve design that changes seasonally so I created a template to easily apply future designs. This is the first design created.
![](https://cdn.myportfolio.com/a9f9995109ed699d97e8915104ed3bd0/3e1cdb7a-1f3c-4c39-8f69-9eece45cbc7b_rw_1920.png?h=4e102b1c2a601d5f84a2494ac1ea5d2f)
![](https://cdn.myportfolio.com/a9f9995109ed699d97e8915104ed3bd0/3b20e648-bc6f-4029-97bc-70b69c8e0aa2_rw_3840.png?h=a08e1770b92eb4187f5e38886d401126)
![](https://cdn.myportfolio.com/a9f9995109ed699d97e8915104ed3bd0/2be0c1e3425fc12d1c269f6b_rw_1920.png?h=898dca3eac2fde816dd6344f578f22a1)
![](https://cdn.myportfolio.com/a9f9995109ed699d97e8915104ed3bd0/c528674e72af8d1ac1cbee46_rw_1920.png?h=af4477efb726060b9ab70f616c2800be)
^ I designed the signage and exterior of the coffee shops to follow the image and identity of the business.
![](https://cdn.myportfolio.com/a9f9995109ed699d97e8915104ed3bd0/3be6c3fc21962e99c42e2c74_rw_3840.png?h=77f06282a09dda6769a4f9382af828b0)
Built-up stainless steel, powder-coated lettering. Letters supplied with opal back trays, LED internal lighting and stand-off fixings. Letters are also supplied with a paper template for installation. The registration mark is a flat cut on stand-off locators as it is too small to have returns installed.
![](https://cdn.myportfolio.com/a9f9995109ed699d97e8915104ed3bd0/0728661b36e49c9e63047d91_rw_3840.jpg?h=beca98407937596921fddee42dad4b19)
![](https://cdn.myportfolio.com/a9f9995109ed699d97e8915104ed3bd0/dba77e00-de0d-4f49-8c8c-f2c5bcbc9b45_rw_3840.png?h=81857bfc444982224c61be22c07812eb)