Lumina Health · 2023
Elevating a wellness brand through restraint
Elevating a wellness brand through refined typography and sustainable packaging design.
- Packaging weight per unit
- 44% lighter
- Unprompted shelf recall
- 2.8x
- Products on one system
- 12
Where it started
Lumina Health sat in a category that had converged on identical visual cues: soft serif, pale pastel, vague botanical illustration. Shelf recognition was effectively zero.
What we did about it
- 1
Find the ownable variable
A category audit showed colour and typography were saturated, but structure was not. The packaging system differentiates through form and material rather than surface graphics.
- 2
Make sustainability structural
Mono-material packaging with a refill architecture reduced packaging weight by 44%, and became the visual signature rather than a claim printed on the back.
- 3
Type as the whole identity
A single, precisely drawn typographic system carries the range, so new products enter without needing a new design decision.
What changed
The refill architecture became the brand's primary retention mechanic, and the range scaled from four products to twelve without a redesign.
- Packaging weight per unit
- 44% lighter
- Unprompted shelf recall
- 2.8x
- Products on one system
- 12
