Lumière

Lumière needed a visual identity that could convey the depth and subtlety of their artisanal fragrances while competing in a saturated luxury market. The existing brand felt dated and lacked the emotional resonance their products deserved.

We immersed ourselves in the world of perfumery — visiting their atelier, studying their ingredient sourcing, and understanding the narratives behind each scent. The resulting identity draws from botanical illustration traditions, reinterpreted through a contemporary minimalist lens. Every touchpoint, from the embossed packaging to the serif wordmark, was designed to evoke the sensory experience of the fragrances themselves.

The rebrand launched to critical acclaim in the industry, with a 40% increase in direct-to-consumer sales within the first quarter. The packaging became a talking point, earning features in Wallpaper* and Monocle.