Nocturne
Lumina Sleep Co.
Overview
Lumina Sleep Co. came to us with a strong product and almost no visual language. They needed an identity that could hold its own on premium retail shelves while still feeling personal and calm — not clinical. We built Nocturne: a system rooted in the deep quiet of 3am, turning sleep into something to be savoured.
The Challenge
The sleep wellness category is saturated with either medicinal white or over-designed "cosy" aesthetics. Lumina needed to stand apart — premium without arrogance, soft without being forgettable. Every touchpoint had to feel like exhaling.
The Approach
We developed a monochrome palette anchored in near-black and bone white, with a single accent drawn from the colour of the sky thirty minutes after sunset. The wordmark uses a custom-drawn serif with optically corrected spacing. Packaging uses a tactile uncoated stock with blind embossing — no ink on the outer surface.
Gallery
The Outcome
Lumina launched in four premium retailers within six months of the rebrand. Press coverage in Wallpaper*, Monocle, and Dezeen followed. Direct-to-consumer sales increased 218% year-on-year.
Next Project
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