Lumis’ brand identity falls mainly into an expected farm-to-table look, except for typographic elements and pops of non-organic colors. The introduction of the fifties style headlines add a lot of intrigue to the overarching look, while the pops of cool red grab your eye and attention. While the brand is rooted in strong grid layouts, the simple illustrations and color elements break things up and keep things interesting.

The tone of voice employed is warm and approachable as read on the packaging touch points. This aligns excellently with the fifties script typography to give that diner-goes-modern feel.

Designed by Daria Po

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