Lumia

Lumia is a skincare brand concept built around clarity, calmness, and a refined sense of modern luxury. The work explored how a contemporary beauty brand can feel both minimal and sensorial, balancing scientific credibility with a soft, elevated visual identity.

Many skincare brands struggle to stand out in a crowded market, often leaning either too clinical or too decorative. A distinct identity was needed that could feel premium, trustworthy, and emotionally inviting across packaging, imagery, and digital touchpoints.

A full brand direction was developed, including naming, visual identity, and packaging design language. The system focused on clean typography, soft neutral tones, and a confident minimal layout approach, supported by a clear structure for product hierarchy and future range expansion. Visual guidelines for product imagery were also developed to ensure consistent mood, lighting, and composition across campaigns and digital content. The result is a cohesive brand concept with strong shelf presence and a recognizable visual signature, designed to scale across product lines while maintaining a calm, high-end identity.