Lumus California

Creative Director • Luxury Wellness Brand • 2021-2022 • California

Sophisticated brand development for premium skincare line, translating ancestral plant wisdom and traditional recipes into contemporary luxury wellness positioning.

Role: Creative Director
Duration: 2021-2022
Scope: Brand identity • Packaging design • Wellness positioning • Visual storytelling
Deliverables: Complete brand system • Product packaging • Marketing collateral

EXECUTIVE SUMMARY

Created comprehensive brand identity and creative direction for Lumus California, a luxury wellness skincare brand that bridges ancestral botanical knowledge with modern clean beauty standards. This strategic brand development established sophisticated visual language that honors traditional plant medicine while positioning the brand within the premium wellness market through refined aesthetics and purposeful storytelling.

The creative direction balanced heritage authenticity with California luxury sensibilities, developing design systems that communicate both efficacy and elevation. Working across brand architecture, packaging design, and marketing materials, I crafted visual narrative that transforms ancestral recipes into contemporary wellness rituals. From minimalist packaging that lets ingredient stories shine to marketing collateral that educates without overwhelming, every design element reinforces Lumus California's position as guardian of traditional wisdom reimagined for modern self-care. The resulting brand ecosystem appeals to conscious luxury consumers seeking authentic wellness solutions rooted in time-tested botanical traditions.

Key Achievements:

Heritage Luxury Positioning: Visual identity honoring ancestral wisdom while achieving premium market appeal

Clean Beauty Excellence: Sophisticated packaging design communicating purity, efficacy, and luxury

Wellness Storytelling: Brand narrative connecting traditional plant knowledge with contemporary self-care rituals

California Aesthetic: Design language capturing Golden State wellness culture while maintaining authenticity