Luméa Dew
Luméa Dew is a premium oriental jasmine tea brand with an elegant visual identity that blends traditional tea culture with contemporary luxury. As a graphic designer, I created a comprehensive brand package featuring a distinctive flowing petals logo, sophisticated packaging designs, promotional materials, and a striking Toronto harbour campaign that positions the brand as refined and serene.
Client
Luméa Dew
Service Provided
Brand Identity, Digital Design
The Goal:
The goal for Luméa Dew was to disrupt the tea market by creating a visual identity that transforms jasmine tea from a traditional beverage into a modern luxury lifestyle statement. Through ethereal design elements and sophisticated brand touch points, the brand aims to attract a new generation of consumers who value both cultural authenticity and contemporary aesthetics in their daily rituals.
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The Challenge:
The primary challenge in creating the Luméa Dew brand was developing a logo that could embody both the delicate essence of jasmine tea and the premium positioning of the brand. Designing the flowing petals mark the perfect balance of movement and elegance, while ensuring it remained distinctive and versatile across various applications from small tea cups to large promotional displays. The logo needed to feel both timeless and contemporary, with careful attention to the gradient transitions and petal forms that would make it recognizable in a competitive luxury tea market dominated by traditional symbols and conventional packaging.
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The Result
The comprehensive visual language of the brand creates immediate brand recognition in the premium tea market, while the surreal Toronto harbour campaign featuring the oversized floating logo generated significant visual impact and brand memorability amongst discerning tea enthusiasts.
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