How would you define a good cup of coffee? As long as you like the taste, then it is a good cup of coffee.
The brand was inspired by the founder’s love for coffee. He had joined many competitions and with his experience in coffee cupping, obtained the Q Grader certificate. Years of appreciation of coffee beans has taught him how to distinguish the various flavors and concentrations of coffee beans, from sour to sweet to bitter, and even the aftertaste. All this expertise and knowledge, paired with coffee roasting skills and hand pouring coffee experience, have become the foundation of the “Lu.CY Coffee” brand.
The brand design uses simplistic contour lines to simulate how Q Graders analyze the coffee through smell and taste as well as the sweet aroma emanating as they brew. In combination with the shape of the coffee mug, the design concept conveys the three elements of a good cup of coffee: the coffee bean, the equipment, and the barista. The auxiliary graphic design uses geometric lines to represent the rising aroma in tandem with warm color blocks represent the accumulation of that aroma to the senses.
The packaging design uses colors that represent the four phases of coffee production, exemplifying how the coffee bean changes in the roasting process: green representing the raw beans, yellow representing the beans turning yellow as they absorb the heat from the sun, brown representing the first roast, and lastly dark brown representing the second roast. Furthermore, the geometrical lines paint the picture of aroma and flavor, which are the two chemical reactions resulting from roasting. We also designed the founder face in a lighthearted, cartoonish fashion into the packaging combining both professionalism and humor into the overall brand design.
Our baristas are professional coffee cuppers, able to select the most suitable coffee beans based on their characteristics to draw out each unique flavor. Our hope is that through “Lu.CY Coffee”, every customer can find the coffee taste that is uniquely theirs.