Case study

Lumen Brand Identity

Client
Lumen Skincare
Category
Branding
Timeline
6 weeks
Black and gold skincare packaging arranged on a black surface

Project Overview

Lumen’s products were loved by hairdressers, but on a store shelf they would have been invisible next to the big beauty brands.

We created an identity that feels premium and personal: a refined wordmark, a black-and-gold palette and a packaging system that scales from one product to fifty.

Our Approach

Lumen had a loyal salon following but no visual identity of its own. We interviewed customers and stylists, mapped the competition on the shelf, and found the space it could own: quiet luxury, without the clichés.

Key Features

  • A wordmark built for small sizes

    The custom wordmark stays crisp on a 15 ml tube and bold on a shop window, with a monogram for caps and seals.

  • A packaging system, not a set of boxes

    One grid, two finishes and a strict colour code let the team add new products in days instead of weeks.

Results

In the first year on shelves:

  • Listed by three national retail chains.
  • 2.4× more online sales than the salon-only year before.
  • Guidelines used by four agencies without a single off-brand launch.

Tools & Technologies Used

  • IllustratorWordmark, monogram and illustrations
  • FigmaBrand guidelines and digital templates
  • DimensionPackaging renders

Video