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Lumma
Brand Identity
Art Direction
Content Production
Lumma Cups wanted to introduce their menstrual cups to an international market. They were facing multiple issues such as branding inconsistency, lack of sales and awareness, insufficient user flow and the need to launch new products into the global market.
The brand needed a complete redesign which included brand identity, user experience, visual design, content production and marketing.
Before
After
Starting with the logo, I created a simplified and elegant wordmark of the word Lumma, making it easier to market two different products (discs versus cups). For a more feminine, soft look I opted for a pastel color palette of aqua, pale orange, salmon pink and a deep wine red for the main brand color.
Lumma's shopping cart was created to streamline decision-making. A full-screen takeover minimizes distractions and optimizes the decision-making process of the customer. Links to other parts of the page aren't shown, discouraging cart abandonment.
Finding a size and learning how to use a menstrual cup can be a daunting experience. In order to convey a complex process, I opted for a simple, linear illustration to communicate about the usage and size of the product.
Extending the feminine, soft palette of Lumma, I created a variety of content for their social channels with a mix of illustrations, photography, and motion graphics. The simple linear illustrations are created throughout the content to drive visual consistency and personify the brand.
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