The business challenge
Beauty shoppers are surrounded by bold claims and constant launches. LUME needed to feel credible and considered, communicate quality without clinical coldness and stand apart from pastel-heavy competitors.
All work
BrandConcept project
Case study 04 / 04
LUME
A refined identity and launch for a premium beauty brand
- Client
- LUME
- Industry
- Beauty
- Year
- 2026
- Type
- Concept
LUME / Key visualProject overview
Project overview
LUME is a concept project for a skincare brand built around a small number of carefully formulated products. The work defines a calm, premium identity and a launch campaign that earns trust in a skeptical category.
Strategic approach
Lead with restraint. Define the brand around light, texture and honest ingredients, build a visual identity that lets the product breathe, and launch with a waitlist campaign that creates demand before the first sale.
Creative concept
Creative concept
Light, Considered. Sculptural surfaces, warm neutral tones and refined lighting present each product like an object worth keeping. Typography and layout stay quiet so the product and its texture do the talking.
Campaign execution
How it comes to life.
- / 01Brand identity and packaging direction
- / 02Product photography art direction
- / 03Waitlist launch campaign
- / 04Paid social and creator content plan
Target outcomes
What success looks like.
IllustrativeTargets set for a concept project, not results from a real client.
10k
Target waitlist signups before launch
3.5x
Target launch return on ad spend
1
Consistent identity across every touchpoint
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