Luma had built a loyal following in Cambridge, Tasmania, mainly as a go-to spot for pizza and late-night dinners. When the team decided to shift to a true all-day offering – breakfast, lunch and dinner – it became clear that expanding the menu wasn’t enough. The business needed to rethink how it showed up to the community.

The existing space felt dark and enclosed. It worked at night, but during the day it came across as closed off and, at times, a little intimidating from the street. Working with a new architect, the focus turned to opening everything up – bringing in more light, refreshing the exterior and creating a space that felt welcoming from morning onwards.

Futago was brought in to reposition and rebrand the venue to match this new direction. The goal was a brand that felt fresh and contemporary, but still grounded and genuine. It needed to move easily from morning coffee to evening pizza without feeling like two different places.

The name evolved to Luma Kitchen – a small change that made a big difference. Adding “Kitchen” broadens the story. It suggests openness, generosity and a place where food is made and shared throughout the day.

The visual identity follows that same thinking. A brighter colour palette replaces the heavier tones. Clean layouts and contemporary typography create a sense of ease and quiet confidence. The system works smoothly across menus, packaging, signage and digital platforms, supporting Luma Kitchen’s shift into a relaxed, all-day destination.