Lumei
Brand Identity
Packaging
E-commerce
2026
CLIENT
Lumei
TIMELINE
Apr–Sep 2024 · 6 months
MY ROLE
Lead Brand & Digital Designer
TOOLS USED
Figma, Illustrator, InDesign, After Effects, Blender
COLLABORATORS
Clara Voss, Yui Tanaka, Mateo Ruiz
01 / OVERVIEW
Project Overview
Lumei is a home fragrance house that describes scent through the changing character of natural light. Ari created the identity, vessel and packaging system, launch art direction, and e-commerce experience for its first six fragrances.
Design Brief
The founders wanted to move beyond conventional fragrance categories and build a collection that felt emotional but easy to navigate. Ari was asked to create a premium system for candles, incense, and room mist while helping customers imagine an unfamiliar scent online. The identity needed to hold together subtle variations in format, color, and seasonal storytelling.
Key insight 01: Customers formed clearer expectations when each fragrance was anchored to a recognizable quality of light and time of day.
Key insight 02: Material and atmosphere carried more meaning than long ingredient lists, especially when shopping without smelling the product first.
02 / PROCESS
Design Process
Ari developed a luminous wordmark and a framing system inspired by windows, shadows, and reflected light. Each fragrance receives a tonal gradient and a simple light condition, while restrained typography keeps the collection quiet and cohesive.
Translucent labels, frosted vessels, soft-touch cartons, and layered paper stocks create depth through material rather than ornament. The packaging composition remains consistent across candles, incense, and mist, allowing color and opacity to signal each atmosphere.
The e-commerce experience uses generous imagery, short sensory descriptions, and a time-of-day finder to guide discovery. Product pages connect mood, notes, room, and ritual in a consistent sequence, making the digital journey feel as considered as opening the physical package.
03 / RESULTS
Outcomes
Lumei launched with a distinctive collection architecture that made six nuanced fragrances easy to compare. The light-based naming system carried naturally across packaging, campaign imagery, and the online finder, giving future seasonal additions a clear place within the range.
Reflection
Lumei proved that sensory branding becomes stronger when it gives the audience one simple point of orientation. Light created that anchor, allowing scent, material, photography, and interface to speak in the same quiet language.
