Luméa is a luxury ingredient brand for international suppliers and high-end designers in the luxury industries. It is the world’s largest supplier of seashells from the South Pacific. As seashells are a product typically associated with the craft and giftware industries, a new high-end positioning needed to be established for the Luméa product.
The guiding concept behind the visual identity for Luméa is ‘Formed by the Ocean’. It tells a story of the Luméa product, linking the brand with history and craft and contributing to its luxury perception.
Taking cues from the products themselves, design elements were inspired by the Luméa shells and their histories. Shapes were drawn from the shells themselves, a rich colour palette was taken from pāua, and a loose, organic layout approach was influenced by the ebb and flow of tides.
The Luméa visual identity all comes together to hold a direct and deeply-ingrained link to the product Luméa sells, the place where Luméa products come from, and how Luméa products are formed — by the Ocean.
DINZ Best Awards Bronze Pin, 2018
Large Brand Identity
DINZ Best Awards Finalist, 2018