Lumen
A clean, elevated brand identity for a skincare label built around simplicity, science, and self-care.
Lumen Beauty
Brand Identity
4 weeks
2024
(more details)
(01)
(the problem)
Lumen's existing brand felt generic and failed to reflect the quality of their products. Their visual identity lacked consistency across packaging, digital platforms, and marketing materials, making it hard for customers to recognize and trust the brand. In a crowded skincare market, they were struggling to differentiate themselves from competitors. They needed a cohesive identity system that communicated credibility while still feeling warm, approachable, and rooted in genuine care.
(Project process)
We began with deep research into the skincare industry and Lumen's target audience, identifying gaps competitors weren't addressing. From there, we developed a refined color palette, custom typography, and a minimal logo mark reflecting purity and precision. We designed packaging concepts, digital assets, and brand guidelines to ensure consistency everywhere. Every decision was tested against real customer perception to make sure the identity resonated authentically and clearly.
(final results)
The new identity gave Lumen a distinct, premium presence that stood out on shelves and online. Brand recognition improved significantly within months of launch, and customer feedback highlighted the packaging as a key purchase driver. The refreshed visual system also streamlined marketing production, saving the internal team time. Lumen now has a scalable brand foundation ready to support future product lines and expansion.
