Harmonizing cravability and health consciousness

Lazuli superfood café restaurant branding

When a newly formed franchise company decided franchising was no longer the path forward, one of their franchisees turned to Vigor to develop a fresh brand that would thrive. Based on the trending acaí bowl, the concept was ripe for portraying a passion that would align with the core markets of North San Jose, California. We focused heavily on positioning the new concept against well-known, successful brands in market to communicate a clear point of differentiation without alienating the core attributes.


San Jose, California

Year Completed


Team Size

Vigor 5 / Client 2


Brand Strategy, Concept Development, Naming, Identity Design, Menu Systems, Uniforming, Merchandising, Interior Design, Wayfinding/Signage, Environments, Packaging, Art Direction, Web Development
Lazuli acai cafe branding logo design
Lazuli superfood cafe branding

Finding the harmony in food & atmosphere

The brand’s passionate purpose was to harmonize food and atmosphere for their patrons. By becoming beacons of harmonious living, Lazuli was able to attract people with an emotion central to their belief systems. The Vigor team used the brand’s personality traits and the purpose to direct the a design that celebrated the harmony of words, fruits, and design aesthetics. 

Lazuli comes from the latin, Lapis Lazuli, which has a very similar color to natural acaí berries. Originally, the name of the brand was to be Tigela, Portuguese for “bowl”, but legal issues prevented ownership of the name. The name Lazuli conveys an exotic vibe with smooth sounds that directly correlate to the product and experience.

Lazuli superfood cafe branding
Lazuli superfood cafe branding
Lazuli superfood cafe branding

The harmony of Lazuli was portrayed through combining watercolor illustrations of various fruits that were split in the center. Mixed with two-word phrases like Strive & Thrive, the brand’s visual and vocal identity formed up nicely. 

Lazuli superfood cafe branding
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