Brand Foundation
Lumena Skincare
A premium skincare identity built to command shelf space and screen space alike.
Lumena Skincare had a genuinely exceptional formulation but packaging that screamed 'private label' — indistinguishable from a hundred competitors on the same shelf.
We built their entire brand from strategy up: positioning, visual identity, packaging design, and a brand voice that turns first-time buyers into loyal advocates.
The resulting system gave Lumena a clear market position between clinical efficacy and everyday luxury — a lane their competitors had overlooked entirely.
With the brand foundation in place, Lumena launched into three new retail accounts within 90 days and saw direct-to-consumer revenue grow 210 % year-on-year.
Key Services
- Brand strategy & positioning
- Logo & visual identity
- Packaging design
- Brand voice & messaging
- Brand guidelines
Platform
- Figma
- Adobe Illustrator
- Shopify (brand integration)
Before
Generic Packaging That Blended Into the Shelf
Lumena's original packaging used a white tube, a serif wordmark downloaded from a font marketplace, and ingredient callouts that mirrored every other 'clean beauty' brand. Retail buyers passed. Online shoppers scrolled past. The formulation deserved far better.
No Clear Market Position
The brand tried to appeal to everyone — clinical, natural, affordable, premium — and ended up resonating with no one. There was no single compelling reason to choose Lumena over the twenty other serums sitting next to it.
Inconsistent Touchpoints
The website used different fonts to the packaging, the social feed used different colors to both, and the email templates used none of the above. Every customer touchpoint undermined the credibility of the one before it.
After
Packaging That Stops the Scroll and Wins the Shelf
We designed a minimal, botanical-modern identity anchored by a bespoke logotype, a restrained palette of warm ivory and deep sage, and structural packaging that feels substantial in the hand. Retail buyers described it as 'immediately shelf-ready' at first presentation.
A Positioning No Competitor Could Claim
Through competitor analysis and customer interviews we identified Lumena's whitespace: science-backed formulation with the warmth and accessibility of a wellness brand. Every brand message, product name, and visual choice now serves that position exclusively.
A System That Scales Consistently
A 60-page brand guidelines document governs every application — packaging, digital, retail displays, PR kits, and social content. New team members and agency partners can execute on-brand work from day one without a briefing call.
“We walked into our first major retail buyer meeting with the new brand and left with a purchase order. Pixelain gave us an identity that sells before we say a single word.”
Priya Anand
Founder & CEO, Lumena Skincare
