Caulder Moore has been appointed to redesign the interiors, identity and packaging for health-conscious coffee-shop brand Luscious.
Luscious is aiming to attract more health-conscious consumers to its low-fat offer using the new strapline “Low fat, high energy”, which replaces “Low fat, high caffeine”. It will continue to sell a range of “healthy”, low-fat coffees and snacks including muffins and freshly-squeezed juices, which will feature the new packaging.
Caulder Moore is aiming to create an informal cafÃ© environment. “The interiors enhance the feeling of vitality and wellbeing with a citrus colour scheme of tangerines and limes,” says a spokeswoman.
The interiors include light stone floors and stainless steel, tangerine-coloured sofas and light beechwood finishes. Graphics feature images of flowers and fruit.
Caulder Moore has also designed signage, staff uniforms and menu boards.
“The concept of low-fat, guilt-free food is a powerful proposition,” she adds.
The first new Luscious shop opens on London’s Waterloo Station in March, and will be followed by sites in Fulham, Westbourne Grove and an existing store in Baker Street which will be refitted in the spring.
The format will roll out across selected Holmes Place health clubs later in the year, and Luscious is also considering concession sites in bookshops.
Lush natural bath and shower stores declines to comment about the similarity between the two names and any potential repercussions on its own brand.