// FURNITURE
A CALM, SCULPTURAL BRAND IDENTITY FOR LUMA'S FURNITURE STUDIO, BUILT AROUND SOFT CURVES AND WARM TIMBER.
// CLIENT
LUMA
// YEAR
2025
// ROLE
IDENTITY, ART DIRECTION
// DELIVERABLES
LOGO, CATALOGUE, SHOWROOM SIGNAGE
// THE WORK
// THE BRIEF
Luma made pieces people keep for life, but the catalogue read like a price list.
THE IDENTITY SLOWS EVERYTHING DOWN: GENEROUS SPACING, ONE HERO OBJECT PER PAGE AND A TYPE SYSTEM AS SOFT AS THE FURNITURE.
THE SAME GRID RUNS THE PRINT CATALOGUE, THE SHOWROOM AND THE ONLINE SHOP.
// THE OUTCOME
Average order value rose after the new catalogue launched.
+26%
AVERAGE ORDER VALUE
7 WKS
BRIEF TO ROLLOUT
2.4X
CATALOGUE REQUESTS
“THE BRAND FINALLY FEELS AS CONSIDERED AS THE FURNITURE.”
FOUNDER
/
LUMA
