LUMA — Specialty Matcha & Tea House Brand Direction LUMA is a contemporary tea culture brand built on one idea — slow down beautifully. The visual direction lives in deep matcha green, cream white, burnt orange, cherry red, and warm brown — warm, young, alive. Typography pairs a large condensed serif with an expressive grotesk — editorial and textural. Photography is flash-lit, grainy, imperfect — caught moments, never staged. This is what modern tea culture looks like.

M N LOKESHWAR REDDY, Creative Director