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mariposa timber floors
brief: to modernise an established retail brand for a timber flooring product. The new identity had to support a premium price position and appeal to a sophisticated international customer base.
solution: as the word 'mariposa' means 'butterfly' in Spanish. We developed a stylised and sophisticated butterfly created using solid shapes, which reproduce well on packaging and product labeling. Very minimal, elegant typography with refined letterforms and lower case type was used to convey modernity and informality. The white logo is used against a photographic background of the timber product for maximum visual impact.
fruition hair
brief: to develop an identity for hair salon fruition that expresses their philosophy of creating confident, sophisticated and directional hairstyles that appeal to a discerning clientele.
solution: to achieve an unusual and distinctive identity, we created a custom typeface that has the same fresh playfulness with shapes that characterise the salon’s signature styles. The curvaceous, organic shapes of the letters are repeated as a key graphic element across all materials and are echoed in the die-cut finish of the printed cards and letterhead. We chose a fresh, urban palette of sky and chocolate, with the clear clean blue elegantly balanced by the rich warm brown to create a feel that is inviting and unexpected.
strategic airlines
brief: to develop a new brand for Strategic Airlines with a ‘legacy carrier’ feel to position them as a global player in the international arena.
solution: lumino developed a new type based brand for the airline that contained a unique graphic device that could be translated into a motif that would become synonymous with the brand and create a point of difference. We then applied the brand to plane livery, signage and website and produced a complete brand standards manual.
colour chiefs
brief: to develop a brand for a digital imaging studio that created instant impact and appeal to their target audience of graphic designers, advertising agencies and specialty printers.
solution: lumino took a literal approach to the Colour Chiefs brand and developed a stylised profile of an Indian Chief to represent their unique selling proposition of many years of knowledge and experience. Strong vibrant colour was key to the appeal and success of the brand. The launch and roll out was strategically planned so that the impact was high. A personality for the brand was quickly formed and its appeal is as strong today as it was when we developed it over 13 years ago!
virtu super
brief: to develop a trademarked name, identity and printed materials for virtu, self managed super specialists.
solution: the name virtu is derived from the word virtuoso meaning specialist. To match with the brand values and inspired by the art of origami, the letterforms in the virtu logo appear ‘folded’ out of paper, symbolising strategic planning and financial freedom.