Luna & Co., an artisanal coffee roaster brand operating coffee shops in multiple cities around the country, wanted to appear as both traditional and modern without the two extremes creating disharmony. The solution was to use serif typography with modern layouts and graphic elements. With this approach, the brand is able to present itself as traditional and elegant, while suggesting modernity, albeit subtly, simultaneously. The information of the product and the logo are both in serif type, and the layout in which they have been organized is modern and uses the golden ratio for the size of each area. The yellow graphic elements in the background have been used to give reference to modern art.