Lux is one of my favorite businesses in Arizona.
I think Lux is an amazing example of authentic excellence. Whenever I think about branding, Lux always comes to mind as a great example. They know exactly what they are. They don't try to be anything else. They do an amazing job of executing every part of who they are.
First of all, the coffee rocks. They roast their own beans and are our favorite in town. Then the drinks they make are not only delicious but also beautiful. So many nice touches. Latte art. Homemade whipped cream with a touch of honey. Sugared rim & slice of lemon on the lemonade. Fresh squeezed juices. McClendon Farms honey as a condiment. They serve their drinks in china & glass (cool non-institutional mugs & glasses) if you're drinking there. They even have killer lids for their to go coffee. Their straws are super thick & you never have to worry about them getting crimped.
If it didn't all taste good, I guess it wouldn't matter. But it does & every little aspect adds to the experience for me.
Same with their food. Great snacks. Served on china. Heated & served with a slab of real butter if it's supposed to be.
Cool decor. Changing local art on the walls. Great music playing. Free wifi.
The only thing that bugs me at all about Lux is how crowded it's become. In the scheme of things, I guess that's good because we know Lux will be around & it also says a lot for the taste of Phoenicians.
I have heard one other criticism - that the folks there can be snooty. I myself have never seen that & experienced the absolute opposite time after time. I often come with 2 little kids too so I'd expect if anybody was going to get the snoot, it'd be me.
I just plain love Lux. If it were closer to my house, I'd be there even more.