Lalune Coffee & Luncheonette

Finding Intimacy in Urban Society

Expressing Intimacy of Dining Experience in an Urban Hangout Space

During the time when coffee houses and casual restaurants started to be in the spotlights, our partners sought the gap: a combination of both experiences. It began our search for a form of comfortable space that could accommodate casual hangout interaction and intimacy, accompanied by an exciting dining experience. Then together we came with Lalune, a dining space that appreciates Bandung's pleasant atmosphere and its people's humbleness.

SCOPE

Audience Understanding

Naming

Brand Identity

Visual Identity

Environmental Graphics

Communication Strategy

ROLES

Bayu Rengga Mauludy, Strategist

Aulia Akbar, Design Lead

Bahe Rosel, Graphic Designer

Bambang Erlangga, Illustrator

Arif Hakim, Content Specialist

Alby Padmakusumah, Account

Sum & Substance, Architect Firm

Understanding urban people's needs and tendencies to feel comfortable.

We delved deep into the research by spending a lot of time hopping from one comfortable space to another, observing people, and talking to them. We traveled to Bali and Jakarta, aiming to explore and gain insights on what did matter in urban places that highly put comfort and interaction.

Alongside with our partner architecture firm Sum & Substance, we developed architectural zoning that accommodated various costumer activities in Lalune.

To capture the intimacy, we developed a simple spatial experience for the consumers. By having less distraction, we wanted to let them feel the exact nuance of Hegarmanah, a windy & calm area in northern Bandung.

Lalune, a name inspired by its comforting meaning and phonetically calming voice.

In French, 'la lune' means the moon. 'La lune' is the timeless object of inspiration for emotional parts of humanity. It resonates with the place; to accommodate people's hearts in togetherness, comfort, and contentment. The meaning also inspired us to give a name to the coffee shop located inside Lalune: Crescent Coffee.

A simple blue brushstroke as a tool for everyone in Lalune to use to describe its visual identity

We wanted to make Lalune be close to people's hearts. Therefore, we chose a simple and intimate approach which also related to people's daily life: a brushstroke. Those curvy strokes reflect the openness and welcoming gesture.

Meet “Monsieur”! Lalune's brandmark designed to interact and express feelings.

An identity that engages with emotions.

Lalune's brandmark is made to communicate with people, especially for a brand that serves to be as interactive and intimate as possible. We designed collaterals such as labels for personalized coffee profiles and interactive feedback forms to develop the customer's experience. To express it further, we created an illustration that has an influential role in building harmony between the brand and its place.