Lumee Coffee

After a decade of roasting for others, Beatrix Horányi set out to create a brand that truly reflects her own perspective. Named after lumen, a reference to both light itself and the character of light roasting: Lumee was conceived as a sensory experience where design plays as important a role as the coffee itself. The brand balances craftsmanship with a sense of playfulness, taking coffee seriously without taking itself too seriously.

Studio July translated this philosophy into a restrained visual identity where materiality takes centre stage. Rather than relying on graphic decoration, the design lets tactile surfaces, iridescent finishes and a subtly embossed logo create an ever-changing interaction with light. Just as every roast reveals new nuances of flavour, the packaging reveals a different character throughout the day.

In an era when almost any digital content can be generated instantly, Lumee celebrates the value of physical experiences. Through the interaction of light, material and craftsmanship, the packaging becomes more than a container—it becomes part of the ritual itself.