Lumi Toothpaste Bites
Art direction, Design, Copy, Animation
Lumi is the only oral care brand that provides a plastic, cruelty, and toxin-free solution to brushing your teeth for Upper Gen-z's (18-23), who want to take control of where they spend their money. The visual identity breaks away from the conventional expectations of a sustainable brand, opting instead for a playful and contemporary aesthetic designed to captivate the Gen Z audience.
The project was completed as a part of 'The Packaging Design Course' by Laura Evans.
A bold, wide sans-serif typeface was chosen to break away from the dated aesthetics of traditional toothpaste logos, which often rely on gradients or illustrative elements. This modern approach delivers a clean, contemporary, and on-trend feel.
The colour palette features pastel shades of mint green and berry pink, reminiscent of nostalgic children toothpaste flavors, paired with a bold accent color to create a fresh, contemporary look. Flat colours were intentionally used to steer away from the metallic details traditionally seen on packaging, reinforcing a modern and minimalistic aesthetic.
The smiling sparkle serves as a playful nod to the brand name, evoking nostalgic imagery of visuals often seen at the dentist as a child or children's toothpaste branding. This design element functions as logo icon, and can be seamlessly integrated throughout the branding to enhance its charm and cohesiveness.
The brand messaging centers on highlighting the environmental benefits of the product while educating consumers about the unsustainable nature of traditional toothpaste. The chosen imagery resonates with the target audience's age group, featuring smiling and playful expressions to reinforce the message in an approachable way.
Gen Z values bite-sized, visually appealing information, which is why I created custom illustrations to communicate the brand's benefits and values.
Instead of asigning the 'how-to' instructions to small copy on the back of the packaging, they have been made a central feature. This was due to the unique nature of the product and serves as an effective way to communicate its use quickly and memorably.
The script typeface has been used as a subtle nod towards 1950's dental branding, providing a retro aesthetic to create a sense of nostalgia, paired with a condensed sans-serif typeface to create a striking and modern contrast.
