Beauty & Retail · Luminary Cosmetics
Luminary Brand Identity
Luminary was a strong regional cosmetics brand ready to compete globally, but its identity looked dated next to luxury competitors.
58%
Brand recall lift
3x
Social engagement
22%
Higher perceived value
4
New retail partners
01The Problem
Luminary's existing brand — logo, packaging, and digital presence — read as mass-market rather than premium, undermining the pricing strategy for their new luxury line.
02Research
We ran a competitive audit against five luxury beauty brands, conducted focus groups with target customers, and mapped emotional associations the brand needed to own.
03Design
A new wordmark, refined color palette, and packaging system were developed alongside brand guidelines, motion identity, and a social content system built for scale.
04Development
We rolled the new identity out across packaging, the e-commerce site, and paid social creative, with a phased launch to avoid disrupting existing retail relationships.
05Results
Post-launch brand tracking showed a 58% lift in recall among target customers and a measurable increase in perceived price-to-value ratio.