Lemma Coffee Roasters
Coffee/ Branding / Packaging Design / Video Editing
Timeline: 5 weeks
Project Type: Brand Identity
Role in the Project: Solo Project
Web Design Prototype: Link
Undertaking a self-initialed rebranding project for Lemma Coffee Roasters, a cherished local coffee shop in the Dallas-Fort Worth area. The comprehensive branding package encompasses logo design, packaging design, social media design, and web design.
The Origins
Founded by Daniel Baum in 2017, Lemma Coffee Roasters began in a Denton warehouse with a focus on quality and hospitality. Starting with a coffee truck and farmers markets, Lemma opened its first cafe in downtown Carrollton in 2019. As someone who grew up in the area, Daniel felt the region lacked a specialty coffee experience. Today, Lemma operates three cafes in Carrollton, Frisco, and Plano, all located in the Dallas-Fort Worth area.
The Rebrand
The rebrand focuses on making this local coffee shop stand out from chain coffee brands by infusing it with a younger, more modern, and fashionable energy.
The Typography
For the font choices, I selected Josefin Sans for titles, Roboto for body text, and Source Serif Pro for supplementary elements. Prioritizing legibility, these choices align with the coffee shop's objective to create a welcoming environment. Josefin Sans adds a modern touch, Roboto ensures excellent readability, and Source Serif Pro provides a classic contrast, enhancing overall visual appeal and ensuring the brand is approachable for all.
The Motion
Dallas boasts a vibrant sports culture, with enthusiastic support for major teams like the Dallas Cowboys, Dallas Mavericks, and Dallas Stars. As a local coffee brand in this dynamic area, I designed the branding package video to reflect an exciting and vibrant style.
Additionally, with Dallas emerging as a diverse international city, the video captures the essence of a welcoming space for travelers like myself. The motion elements symbolize bringing diverse pieces together into a cohesive whole, mirroring the inclusive and energetic spirit of both the city and the coffee shop.
Branding Package
Additional Highlights
Explore the journey behind the final designs with a curated selection of alternate concepts and test results. This section offers a glimpse into my creative process, showcasing the ideas and iterations that contributed to the final outcome.
