Lummi

Lummi is a unique brand identity I created for a natural Australian sunscreen brand, developed from the ground up to reflect its eco-conscious values. The design encompasses a comprehensive brand package, including a logo suite, brand marks, colour palette, typography, print media, packaging, and social media assets. Each element has been carefully selected to highlight Lummi’s connection to nature while ensuring it stands out in the competitive sunscreen market.

This project was inspired by an Instagram design brief challenge, where designers were given a week to create a logo and packaging for a conceptual sunscreen brand. After experimenting with various sketches and iterations, I decided to expand upon the brief to create a fully developed brand identity. The goal was to build a complete brand experience, demonstrating what a client can expect from a professional branding package.

The Design Process

To ensure a well-researched and strategic design approach, I began by analyzing the market, studying competitor branding, common industry colour palettes, packaging trends, and overall aesthetics. This research helped shape my creative direction and informed the choices for Lummi’s brand personality.

From there, I developed a mood board to establish the visual tone, drawing inspiration from natural elements and fresh, modern aesthetics. I explored multiple font variations, typography layouts, and colour combinations to refine the brand’s visual identity. Through an iterative design process—sketching, testing, and refining—I crafted a cohesive and engaging brand presence that resonates with environmentally conscious consumers.

This project is a testament to my expertise in brand identity design, showcasing my ability to create a compelling and cohesive brand from concept to execution. By designing Lummi, I not only challenged my creative and technical skills but also refined my ability to develop a brand that balances modern aesthetics with a strong, nature-inspired identity.