My client, an industrial cooking equipment company, needed a simple yet meaningful name and visual identity to convey their expertise. The name had to be easy to pronounce and remember. It needed to be relevant to the brand's niche—restaurants, diners, food trucks, coffee shops, etc.—while remaining open to future products and services.
I came up with several options that met the criteria, and after a process of revisions and tests, the client chose 'Lumen', from the Latin word for light. 
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