As is often the case, we work with founders to launch a new venture with nothing more than an idea and a name. Lumy was one such startup and in these situations, our role extends beyond envisioning the brand identity and its language—it also includes guiding strategic decisions about positioning and defining the brand’s place within the competitive landscape.
The concept for the identity drew inspiration directly from the brand name. “Lumy” was short for “Love Myself,” so we created a logo that feels endearing and positive—one that reinforces that core brand message. The cursive upward facing logo features an "l" that wraps around the "u". Similarly the tag line wraps around the "y", to create an identity that feels like a warm embrace.
As a plant based nutritional supplement brand, the language of Lumy is clean, natural and distinctive.
The recyclable cardboard box packaging features an immersive story for each variant. Beautifully illustrated and highly engaging, each story is meaningful and evocative—such as the serene pool with a floating cloud in the Zen Sleep variant. The moon and surrounding clouds reflect on the water’s surface, creating a sense of blissful rest for the customer. Whimsical typography and subtle details, like the eye mask, enrich the overall visual experience.
As if the design weren’t rich enough already, the detailing continues inside the box. The pool is reimagined as the box itself, with a ladder inviting you to “dip” inside. This kind of thoughtful detail surprises and delights the customer, reinforcing that Lumy is a brand that pays careful attention to every aspect of the experience.
In addition to the brand identity and packaging, we developed templates for the website’s homepage and social media posts, ensuring that the visual language consistently carries through every stage of the customer journey. From discovering the brand on social media, to exploring and purchasing products on the e-commerce site, to receiving the product and enjoying the unboxing experience, all the way to daily use—every touchpoint reinforces a cohesive and thoughtful brand experience.
