Lumen

Lumen People is a day to night neighbourhood spot that celebrates contributing growers, producers and makers. Emma and Marichi, the brains behind Lumen, bring serious hospo cred and the warmest hospitality to the burgeoning food & beverage scene surrounding the Victoria Street enclave. Bespoke coffee, wine and seasonal morsels.

Susu Studio worked closely with the Lumen team in a hands-on process, devoting an unexpected level of nuance throughout all touchpoints of the venue. As with Lumen's hospitality philosophy, the identity needed to express something out of the ordinary while being grounded in approachability. From the logo through to custom signage and original artworks adorning the walls; each application provided an opportunity to champion craft and creativity. Works spanned menus, merchandise, poster design, signage and social media.





With custom typography and colour at the forefront, the Lumen identity references the interplay of light and movement throughout the day. The Lumen wordmark hides a visual tie-in with the interior of the venue, referencing the globe light-fittings throughout the space. The fresh and energetic colour palette associated with the morning coffee run gives way to the cosy and moody tones of a comfortable afternoon with a glass of wine. The overall aesthetic floats across playful, casual, sophisticated and in between. An open ended approach that can welcome different guests with different tastes at any time of the day. 




Although humble in size and offering, all aspects of Lumen – including the identity – speaks to a unwavering commitment to the finer details. In its visual language and applications, attention to detail was an intentional nod to Lumen's meticulousness in sourcing beautiful coffee and produce, as well as their deep dedication to the art of hospitality. In one example; the ubiquitous café tote bag is re-invisaged as a statement piece for the Lumen local that can carry coffee beans, a wine bottle and farmers market produce all at once.



— Services

Identity
Signage
Printed Collateral
Apparel & Merch
Original Artwork

— Credits

Photography: Daniel In Melbourne, Laura Angelia
Signage: Anchor Signs
Tote Bags: Contain Design Studio

— Recognition

Shortlist: Best Identity Design, Eat Drink Design Awards 2024