The full system
This project covers the full identity system: brand strategy and positioning, a custom wordmark, a five colour system, typographic hierarchy, packaging design across four SKUs, secondary touchpoints, and a complete set of brand guidelines. Every decision in this system flows from a single conviction. Nothing is decorative.
The system behind the dark
The brief was simple to state, harder to execute: design a luxury skincare brand that refuses to participate in the dominant visual language of its category.
Most skincare brands perform softness, soft palettes, rounded type, warm photography, copy that says nurturing a lot. Lumeya’s position is that gentleness in packaging is a category convention, not a value. Dark is what directness looks like when it’s expressed visually.
The identity system is built on five colours, each with a fixed role. Deep Plum (#2E1429) owns all outer packaging and hardware across every SKU. Cream (#FFF5EF) is the interior, insert cards, shopping bag, unboxing. The contrast between the two is the system: dark exterior, cream interior.
Two typefaces. Canela Italic for all product names, editorial weight, composed not labelled. Neue Haas Grotesk Light for descriptors and labels, clinical precision in all-caps tracking. Nothing else enters the system.
Four SKUs. One hardware rule: Deep Plum pump heads, dropper caps, jar lids, without exception. The single visual thread that makes four different containers read as one family.
What this project demonstrates
Brand design is not the application of aesthetics to a product. It’s the translation of a conviction into a system. The conviction comes first. Everything else is consequence.
Lumeya started with a refusal and ended with a system so specific that every application, a label, a shopping bag, a line of copy, produces something unmistakably itself.
