LUMEE COFFEE
After more than a decade of roasting coffee in Vienna, Hungarian coffee roaster Beatrix Horányi launched Lumee, her first independent coffee brand. Choosing Vienna as its home felt natural, as few cities have shaped coffee culture as profoundly.
Named after the word lumen, Lumee is inspired by light in every sense: bright roast profiles, optimistic daily rituals, and packaging that changes with every angle of light. The brand embraces curiosity, craftsmanship and the joy of discovering specialty coffee from a fresh perspective. Each coffee is named after familiar internet abbreviations such as ASAP or YOLO, playfully reinterpreted into coffee-inspired phrases.
Our challenge was to translate this philosophy into a visual identity that feels as dynamic as the coffee itself. We created a custom logotype inspired by the fluid nature of light and developed a packaging system built around typography, proportion and materiality. Rather than relying on decorative graphics, the identity comes to life through iridescent finishes, textured paper and a colour-coded origin label, creating an experience that changes with every interaction.
