Soft, luminous branding for clean skincare.Soft, luminous branding for clean skincare.
Lumi
✶
Details
Brand Strategy
A strategic shift: Less, But Luminous.A strategic shift: Less, But Luminous.
A strategic shift: Less, But Luminous.A strategic shift: Less, But Luminous.
Clean beauty often reads as plain. We repositioned Lumi around luminosity instead of restriction — framing every ingredient cut as a choice made for radiance, not just for a shorter label.
(WHAT WE DID)
Vision, mission & values
Audience personas
Positioning statement
Brand promise
Big idea
“
hrse turned 'simple' into something that still feels premium on the shelf.hrse turned 'simple' into something that still feels premium on the shelf.
hrse turned 'simple' into something that still feels premium on the shelf.hrse turned 'simple' into something that still feels premium on the shelf.
Freya Lindqvist
Founder, Lumi Skin
Verbal Identity
Soft words, confident claims.Soft words, confident claims.
Soft words, confident claims.Soft words, confident claims.
Lumi's voice is Gentle, Confident, and Clear — copy that talks about skin the way a trusted esthetician would: reassuring, ingredient-literate, never clinical.
(WHAT WE DID)
Voice persona
Voice pillars
Elevator pitch
Value propositions
Message library
Visual Identity
Soft light, precise edges.Soft light, precise edges.
Soft light, precise edges.Soft light, precise edges.
The system pairs a soft, luminous color palette with crisp, minimal packaging — a balance that keeps the brand feeling premium on a crowded skincare shelf.
(WHAT WE DID)
Creative brief
Logo system
Color/type
Packaging system
Brand guidelines
Art Direction
Skin-first, always.Skin-first, always.
Skin-first, always.Skin-first, always.
Photography favors soft, diffused light and close, texture-first framing that puts real skin — not retouching — at the center of every image.
(WHAT WE DID)
Photography
Product Styling
Motion
keep scrolling for the next project
ice cream
✶
Soft, luminous branding for clean skincare.Soft, luminous branding for clean skincare.
Lumi
✶
Details
Brand Strategy
A strategic shift: Less, But Luminous.A strategic shift: Less, But Luminous.
Clean beauty often reads as plain. We repositioned Lumi around luminosity instead of restriction — framing every ingredient cut as a choice made for radiance, not just for a shorter label.
(WHAT WE DID)
Vision, mission & values
Audience personas
Positioning statement
Brand promise
Big idea
“
hrse turned 'simple' into something that still feels premium on the shelf.hrse turned 'simple' into something that still feels premium on the shelf.
Freya Lindqvist
Founder, Lumi Skin
Verbal Identity
Soft words, confident claims.Soft words, confident claims.
Lumi's voice is Gentle, Confident, and Clear — copy that talks about skin the way a trusted esthetician would: reassuring, ingredient-literate, never clinical.
(WHAT WE DID)
Voice persona
Voice pillars
Elevator pitch
Value propositions
Message library
Visual Identity
Soft light, precise edges.Soft light, precise edges.
The system pairs a soft, luminous color palette with crisp, minimal packaging — a balance that keeps the brand feeling premium on a crowded skincare shelf.
(WHAT WE DID)
Creative brief
Logo system
Color/type
Packaging system
Brand guidelines
Art Direction
Skin-first, always.Skin-first, always.
Photography favors soft, diffused light and close, texture-first framing that puts real skin — not retouching — at the center of every image.
(WHAT WE DID)
Photography
Product Styling
Motion
keep scrolling for the next project
ice cream
✶