Client: Lucid coffee roastery
Year: 2024 - 2025
Role: Graphic design, Packaging, Video - Motion graphics
Helped a Bucharest-based specialty coffee roastery expand from B2B into B2C, contributing to +80% growth in active sales and increased production demand.
Led the art direction and end-to-end development of the brand identity, positioning the roastery to elevate everyday coffee consumption into specialty culture.
The visual system draws inspiration from Eastern European brutalist architecture, translating socialist-era building outlines into a modular pattern language used to differentiate 10 coffee origins and two roast profiles (espresso and filter).
Designed a condensed star logo referencing the Soviet space-race era, paired with a tightly tracked wordmark to communicate clarity, progress, and structural precision.
Directed the packaging system across 250g and 1kg bags, as well as a custom printed can format. The process included 20+ design iterations and packaging tests to achieve full-coverage printing and strong shelf impact.
Brand launched in 2025 and remains active.
@bean.lucid