Mental Health

LUMA wanted to enter a crowded specialty-coffee market with a brand that felt calm, premium and ritualistic — without leaning on the tired hipster clichés everyone else was using.

We built the identity around the idea of light and daily rituals — a warm monogram, a soft dawn-to-dusk color story, and a flexible packaging system that scales from single-origin bags to café signage.

The rebrand gave LUMA a distinctive shelf presence and a cohesive story across packaging, café and social — helping them land their first wholesale accounts within two months of launch.