©
2021
Where quality becomes a habit
LUX Coffee needed a brand identity that blended premium craftsmanship with a wellness-driven lifestyle.
LUX Coffee was created for people who see coffee as more than a daily ritual — it is a refined moment of pleasure, energy, and well-being. The brand required an identity that communicated luxury without excess and health without losing indulgence. Inspired by premium ingredients and a lifestyle rooted in balance, we designed a system that feels elevated, modern, and sensorial. The result is a brand presence that speaks to consumers who value quality, elegance, and the small rituals that shape a healthier routine.
Services
THE CHALLENGE
LUX Coffee needed to stand out in a saturated market by merging exclusivity with a health-conscious appeal.
The specialty coffee market is filled with brands competing through intensity, flavor, or heritage. LUX Coffee brought a different proposition: a premium coffee experience aligned with wellness, beauty, and daily nourishment. The challenge was creating an identity capable of expressing luxury while remaining accessible, clean, and modern. It had to resonate with consumers seeking high-quality blends enriched with benefits — from collagen formulas to bio-enhanced selections — without losing the indulgent essence of a great cup of coffee.
THE SOLUTION
We created an iconic design system anchored in a geometric emblem that unites luxury, flavor, and well-being.
The brand symbol merges four core elements featured in the concept exploration on page 3: a diamond, a coffee bean, a steaming cup, and a human figure representing wellness. Together, they form a golden emblem that feels premium and instantly recognizable. The deep navy background enhances contrast and sophistication, while the sleek typography reinforces clarity and strength. Across stationery, packaging, accessories, and signage (pages 8–16), the identity remains cohesive, elegant, and versatile. Every detail supports the idea of a luxurious everyday ritual designed for a modern, health-minded audience.
THE PROCESS
Brand strategy, logo development, visual identity, premium packaging design, color system, and brand guidelines delivered over 10 weeks.
Our process began by exploring the emotional territory of premium coffee: richness, aroma, warmth, and vitality. From initial sketches to the final emblem, we refined the geometric structure to ensure elegance and symbolism. We then developed packaging for the complete product line — including Bio Coffee, Black Coffee, and Latte Collagen Coffee (pages 17–21) — ensuring strong shelf appeal and instant recognition. Finally, we crafted a visual system adaptable for merchandise, cafés, corporate materials, and lifestyle products, allowing the brand to expand naturally as new blends and experiences are introduced.
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