Reimagining Botanical Skincare
Client Challenge
Lumineux approached our studio with an ambitious vision: to create a botanical skincare brand that would stand apart in a crowded market through authentic sustainability commitments and transparent ingredient sourcing. The challenge was to develop a brand identity that would communicate scientific credibility while embracing natural origins and ecological responsibility.
Research & Discovery
Our process began with immersive research into sustainable packaging innovations, botanical ingredient efficacy studies, and emerging consumer values in the clean beauty segment. We conducted in-depth interviews with potential users across demographic segments to understand their perceptions, needs, and unmet desires in the natural skincare category.
Key insights revealed a sophisticated consumer seeking:
- Uncompromising product performance
- Verifiable sustainability practices
- Emotional connection to brand values
- Distinctive aesthetic expression that avoids “green” clichés
Brand Strategy & Positioning
Based on our findings, we positioned Lumineux at the intersection of botanical science and environmental stewardship. The brand platform was built around three core principles:
- Botanical Intelligence: Celebrating plant wisdom through scientifically-validated formulations
- Transparent Sourcing: Documenting ingredient journeys from seed to skin
- Regenerative Impact: Committing to practices that restore rather than merely sustain
Visual Identity System
The resulting visual identity embraces subtle botanical references through an unconventional lens. The logotype features custom letterforms with organic terminals balanced by precise geometric construction—signaling the brand’s dual commitment to natural ingredients and scientific rigor.
We developed a distinctive color system that subverts category expectations by avoiding predictable greens in favor of a sophisticated palette of mineral-inspired hues: earthy terracottas, subtle ochres, and deep azure tones derived from natural pigments. This approach visually differentiates Lumineux while maintaining authentic connections to the natural world.
Packaging Design
The packaging program was conceived as a holistic system combining aesthetic distinction with environmental responsibility:
- Primary containers utilize recycled glass with a proprietary coating technique that creates a frost-like texture, reminiscent of sea glass
- Secondary packaging employs mushroom-grown materials that are fully home-compostable
- Product information is communicated through innovative label design using seed-embedded papers
- Shipping materials incorporate agricultural waste fibers with water-activated adhesives
Each packaging element was rigorously evaluated through life-cycle assessment to ensure alignment with the brand’s environmental commitments.
Photography & Art Direction
We established a distinctive visual language through custom photography that captures ingredients in unexpected contexts. The art direction deliberately avoids conventional skincare imagery in favor of abstract botanical close-ups, material studies, and scientific visualization techniques that reveal the microscopic beauty of plant structures.
Digital Expression
The digital ecosystem extends the brand experience through:
- An immersive e-commerce platform featuring ingredient origin stories with interactive mapping
- Educational content revealing the science behind botanical efficacy
- User-generated content frameworks encouraging customers to document their personal sustainability journeys
- Social templates designed for vertical storytelling that maintains visual consistency while adapting to platform-specific requirements
Outcome
Since launch, Lumineux has achieved remarkable market success, with customer acquisition costs 32% below industry averages and retention rates significantly outperforming category benchmarks. The brand has secured premium retail placement in specialty beauty retailers across North America and Europe, with plans for sustainable expansion into Asian markets.
Most importantly, the brand has built a passionate community of advocates who connect deeply with its authentic values and distinctive aesthetic expression—proving that conscious design can drive both commercial success and positive environmental impact.
Acknowledgments
Special thanks to [Mockup Free] on Unsplash for providing visual inspiration and contribute to this project with it resources.
