Brand Identity &
UI Design
Role
Brand Identity
UI / Web Design
Packaging Design
Art Direction
Client
Lumen Roastery
Hamburg, DE
Self-Iniciated Concept
Tools
Figma
Adobe Illustrator
Photoshop
Midjourney
The Challenge
Redefining the Coffee Experience.
Most specialty coffee brands rely on a rustic, 'craft' aesthetic or overly complex packaging. The challenge for Lumen was to break away from these clichés and position the brand in a space of accessible luxury.
The goal: To visualize the duality of coffee—the warmth of the ritual and the precision of the roast. We needed a visual identity that feels organic and inviting, yet clean enough to stand out on digital screens.
UI Design: The Digital Ritual
The website was designed to translate the sensory experience of coffee into a digital interface. Generous white space allows the product photography to breathe, while a clear grid structure guides the user seamlessly from discovery to purchase.
Key features include an immersive hero section that captures the mood immediately, and a simplified 'Add to Cart' flow directly on the product cards to boost conversion rates.
