Luma Coffee, led by Logan, Devin, Catherine, and Shelby, came with an already thriving community and a vision to expand from their coffee cart to a full-scale coffee shop. They wanted a brand that would grow alongside them and reflect their commitment to creating a welcoming space for their town.

The problem: The brand needed to go beyond just coffee, establishing itself as a hub for community experiences while maintaining a modern appeal to the college crowd.

The solution: The branding included a fresh, fun graphic style, featuring thin lines, arches, and custom calligraphy for the tagline “Wake up your Dreams,” designed to resonate with their younger audience. “Social Club” was added to the logo to emphasize the community focus. The brand was further extended through additional illustrations and graphics, used for merchandise like t-shirts, mugs, and more, helping to strengthen the connection with their loyal customers.

Check them out / IG: @lumacoffeeroasters