Lumen — Sustainable Beauty Launch
We launched a sustainable care brand from scratch with an honest story — and without slipping into greenwashing.
Client
Lumen
Year
2024
Services
Brand Creation · Naming · Packaging Design · Launch Communication
The challenge
In a crowded category, the brand needed to stand out as genuinely sustainable — without looking 'over-claiming'.
Our approach
We grounded the brand in one concrete promise: provable claims. From name to packaging, every element was designed around transparency.
We built a refillable packaging system and a launch campaign that explained ingredient transparency.
The result
The concept launch scored high on authenticity and purchase intent in target-audience testing.
This is a concept case study created to illustrate our approach.
More work
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