Luma Beauty
Brand Strategy | Packaging | Marketing
Luma Beauty is a concept makeup brand designed to fill the gap between youth culture and the beauty industry. By balancing playfulness with care, Luma was designed as a brand that empowers self-expression while introducing a fresh visual identity to the beauty market.
The Problem
Younger Generation Alpha audiences are eager to participate in beauty culture, yet most brands offer products that aren't meant for young skin. This leaves a gap for age-appropriate options that still embrace current trends. Luma Beauty provided the opportunity to design a brand that empowers younger demographics to express themselves responsibly and confidently.
Strategy & Branding
Store audit shows bold displays that clearly communicate benefits and steps for proper care. Popular products balance bright colors and fun icons with simple typography, successfully bridging mature and playful.
Bubble and BYOMA, successful brands among the Gen-Alpha demographic, follow these trends of balancing both playful and mature. Traditional "kid brands" lean too much into bright, playful, and busy.
"Luma" represents being bright and authentic, referring to both skin appearance and personality.
Logo iterations experimented with various typefaces, before landing on a bold sans serif that was customized further.
Full brand identity balances bright, playful, and youthful with bold, confident, and mature. Light colors and gradients are grounded with a simple sans serif and rich hues.
Packaging
"Tinted Glow SPF" follows trends of glowy, minimal coverage face products with the added benefit of skincare and sun protection.
Refinements focused on emphasizing key benefits of product and the importance of sun protection for any age.
Psst: This is an ongoing personal project, come back soon to see additional packaging concepts, marketing campaigns, and store signage!
