Project Overview
Lumen is a skincare label built around a deliberately short ingredient list. The brief was a storefront that felt closer to a gallery than a shop — product first, everything else out of the way.
I handled the identity system, art direction and the full site build, including a product architecture that holds up as the range expands.
Approach
The palette is drawn from the packaging itself: warm neutrals, a single ink black, and generous negative space. Type is set large and quiet so ingredient names carry the page.
Every product template is built from the same three blocks, which keeps new launches a copy-and-image job rather than a design job.
Commerce
Checkout runs on a hosted cart so the team can manage stock without touching the site. Bundles, sample kits and subscriptions all reuse the same product block.
Outcome
The studio now ships a new product page in under an hour, and the site reads as one continuous piece of art direction rather than a catalogue.
