Lumen is a science-led skincare brand targeting the premium segment in the UK and UAE. After raising Series A, they needed a brand that could hold its own on shelf next to La Mer and Aesop. We built everything from scratch — strategy, naming rationale, visual identity, and packaging across 24 SKUs.
The story
What we set out to do.
Challenge
The premium skincare market is brutally competitive, with shelf space dominated by heritage brands with decades of brand equity. Lumen had excellent formulations but no visual language. They needed to look expensive without being generic.
Solution
We anchored the brand in the idea of "distilled science" — clinical credibility expressed through beautiful restraint. The packaging uses a single Pantone neutral across all products with differential through embossed textures and a proprietary ingredient icon system that makes the science feel accessible.
Result
Lumen launched in Harvey Nichols and Bloomingdale's Dubai. Press coverage in Vogue Arabia and Harper's Bazaar UK. Their DTC conversion rate is 3.2x the beauty industry average.
Every buyer who picked up the product said the same thing: "This looks serious." That was exactly what we needed. Alex understood the brief completely.