Lumen Skincare

Lumen came to us with a great formula and an underwhelming brand. The previous identity read as another minimalist beauty clone — sterile, forgettable, and out of step with the editorial creative direction the founders wanted.

We rebuilt the visual system from the ground up: a softer wordmark with a serif italic counterpoint, a pastel-led colour world rooted in dawn and dusk, and a custom photography direction that puts ingredients first.

On the digital side, we replatformed onto a custom Shopify Hydrogen build with a content-driven product detail page and a quiz-led routine builder. The combined effect was an immediate lift in time-on-site and a measurable shift in repeat purchase rate.