Lumar

A visionary game-changer, bridging performance and science.

Activewear Brand.

Category Fashion

Project Scope

Brand Strategy
Brand Identity
Campaign Design
Packaging Design
Website Design
Marketing Collateral
Merchandise Design
Copywriting

The Opportunity –

Lumar creates performance driven, functional apparel pieces that merge the concept of active and waterwear for amphibious adventure. Responsibility forms the backbone of the brand, evident at every touchpoint as they take an educational approach with innovation pulsing through their core. Having created their own category, Lumar is trailblazing in vision and ethos. The opportunity stood to build a brand with minimal impact on the planet and maximum impact in the market.

Our Approach –

We took a research-backed direction to this brief, understanding the impact of every design decision before we made a move. The project approach was to incorporate the diversity and useability of the product range with a memorable aesthetic that had the environment front of mind. Lumar breaks the traditional mould with apparel and pushes boundaries without reservation, we knew our direction needed to be just as brave — mirroring the brand philosophy.

Design Notes –

Each aspect of the design was created with an environmental mindset and is laced with planet-friendly strategy and intention. The brand marque, while visually simple, carries a deeper meaning. The marque reps a strong duo-tone icon with a multitude of links and symbolism to the brand vision and ethos. We created custom letterforms across the branding to subtly represent these — feeling purposeful, poignant and planet-positive.

All iconography across the visual identity is circular, emulating Lumar’s circular approach as a brand. A tight colour palette was inked to ensure the brand footprint was kept to a minimum, with colours dictated by what tones output the least wattage when being presented on a screen.

Purposeful at every point, we redefined how we approach website design and established key principles for the brand in digital space spanning system fonts, green hosting and image application. In addition to this, we developed the site with dual modes: a monotone Low-carbon with lo-res graphics and a high-definition mode. Upon landing, the user is asked how they wish to view the site.