Brand identity project with Lumena Cafe, 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 centerpiece 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 section in the food industry.
^ Pantone colour guide for the various materials the logo will be used on.
Custom typeface for Lumena. To be used on marketing materials etc.
^ 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.
^ I designed the signage and exterior of the coffee shops to follow the image and identity of the business.
Built up stainless steel, powder coated lettering. Letters supplied with opal back trays, LED internal lighting and stand off fixings. Letters also supplied with paper template for installation. Registration mark is flat cut on stand off locators as it is too small to have returns.