Responses by Lucas Gregorio, art director/design
Background: Lumière is a specialty coffee brand that works with seasonal crops and small producers. The two founding partners who came to us are passionate about cinema; so with that information, we named the brand after the famous Lumière brothers, Auguste and Louis Lumière, the inventors of the cinematographe and some of the first known filmmakers.
Reasoning: Since storytelling is important in cinema, we decided that one of the modes of brand communication would be through storytelling. The brand environment is closely related to the world of cinema—as the name suggests—and is subtly represented in many ways. Aside from the brand name as homage to the Lumière brothers, the names of the individual coffee containers also connect to cinema as a tribute to famous film directors and their most memorable movies—like Georges Méliès and his 1902 silent film A Trip to the Moon, Victor Fleming and his 1939 film The Wizard of Oz and Orson Welles and his 1941 film Citizen Kane.
Challenges: Trying to understand the product. Coffee seems simple, but there are many limitations to the product, many of which include how to store the coffee beans.
Anything new: Definitely about the coffee product we worked with. We learned the packaging of the product is very important and we managed to incorporate the founders’s love for cinema within the packaging, especially with the different director names and the movie dates.
Visual influences: Cinema. First we created the brand and packaging’s storytelling, and then the visual creations. With this process in mind, we were able to explore the connections to the world of cinema, and the history behind it.
Alternative approaches: Perhaps one of the possible changes would be in the lettering in the logo. It has some technical defects.