Soul Lens
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Brand Strategy
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
Verbal Identity
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
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
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
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Paint Or Print
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