Lumee shows up in a holographic pouch that shifts color depending on the light, a departure from coffee’s category norms.

Studio July skipped illustration entirely and let materiality carry the whole message with an iridescent finish that moves through pink, green, and blue as it catches the light (a nod to Lumee, meaning lumen, the actual unit of light). 

The shimmer paired with a soft, speckled off-white paper label creates a contrast between something futuristic and something more handmade, like a lab coat with a whimsical twist. The lowercase wordmark curves and bounces slightly, foil-stamped so it picks up that same holographic glow, giving off a playful tone rather than the moody seriousness most coffee brands lean into.