Lumio was founded with a straightforward mission: to create consumer electronics with the computing power today’s users actually need. While many competitors prioritised display quality at the expense of processor performance, Lumio saw an opportunity—and a gap—in a market dominated by multinational giants.

To stand out in such a competitive landscape, Lumio partnered with Lucid to craft a distinctive brand identity and guidelines that could help it scale quickly. At Lucid, we understood that earning credibility early was crucial. By winning over early adopters and turning them into evangalists, Lumio could build the momentum needed to reach the mainstream.

We developed an identity that communicates freshness and dynamism. The custom typography is crisp, planted, and fluid—culminating in the green-accented dot above the “i.” This subtle but intentional detail reinforces the story of a brand bringing new ideas to an industry that has grown stagnant in its approach.

The custom letterforms we developed for Lumio allowed us to create engaging graphic lockups for the product names. This, in turn, led to a series of custom logos for the product features, all rooted in the same visual language. We also designed a set of icons—intended for devices, such as remote controls —using minimalist linework with an accented stroke to further reinforce the brand identity.

At launch, Lumio received strong interest and engagement from its target audiences. The products have become bestsellers on Amazon, and subsequent product lines have continued to align closely with the brand guidelines—helping the brand remain cohesive, tightly-curated, trustworthy, and exciting