LUMA

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Project type: Branding

Date completed: September 20, 2025

Programs: illustrator, photoshop

Typefaces: Helvetica & Adelle sans variable

Length: 2 Month full brand production

Special Notes:

Rooted in flavor and driven by conscious choices, Luma is where creativity meets nourishment.

Concept

Luma is a high-end vegan dining concept rooted in flavor and driven by conscious choices,where nourishment, transparency, and creativity converge. Guided by three defining principles; whimsical, maximal, and futuristic. The brand challenges conventional expectations of health-focused cuisine by proving that bold flavor and clean ingredients can coexist without compromise.

At its core, Luma is a wrap-focused restaurant that celebrates plant-based eating through vibrant, layered compositions of real ingredients. The visual identity draws directly from the food itself: deconstructed vegetables, herbs, and textures are transformed into a dynamic pattern system, reinforcing the brand’s commitment to transparency and allowing customers to visually engage with what they are consuming. This approach reflects the belief that everyone deserves to know exactly what is in their food and to experience it fully.

Beyond aesthetics, Luma promotes a philosophy of bold, honest living. The brand encourages individuals to embrace both their personal choices and their relationship with food in a way that feels expressive and intentional. Sustainability is embedded into the experience through incentive-based practices, including discounts for customers who bring reusable items such as cups, containers, or branded totes; fostering long-term behavioral change and reducing environmental impact.

By merging elevated design with ethical consumption, Luma creates a space that is as visually immersive as it is nourishing an environment where people are not only fed, but inspired to live more consciously, boldly, and transparently.