Pond Design Reimagines Male Skincare with Lumin’s New Brand Identity

Lumin is a successful start-up with a premium skincare range for men, available on the global market. As they were to expand their distribution from online to retail, they needed a new design to ensure shelf impact. The goal was to get listed at America’s biggest department stores, Walmart and Target. In this scale-up, they seized the opportunity to improve the entire consumer experience. The Lumin team had done work on the brand strategy, refining the brand positioning, and defining the main target consumer. The brief was detailed – 200 pages covering everything from focus group sessions to competition scouting and visual stimuli. As we approached the project, we started analysing the material and narrowing down the scope to find crucial key insights: – Men are ready to embrace skincare a