LUMAX Refresh
Brand and Packaging Redesign:
A bold, clean refresh with newly created systems for improved shopability
Step 1: The Logo
Through in-store/competitor research, rounds of concepts, reviews, revisions, and ultimately deciding how far we should go, our team landed on sticking relatively close to the original to provide a smooth transition to our loyal users.
Keeping the font, colors, and overall imagery in tact, what you see here is a cleaned up and modernized refresh of the original form - with the addition of a tagline.
Step 2: The Packaging
After thoughtful processing, a final style and system was developed for blisters and boxes.
With newly created quality and type segmentations and quick-reference icons for prominent features implemented for improved shopability - This is how the new line might look “in the wild”.
The Segmentations
By Quality:
I developed a system to designate the quality variations/step-up options into 3 main categories. Standard receives no special treatment, Heavy Duty receives a gray bar with designation copy and translations, and Premium receives a red bar with designation and translations.
By Type:
I also developed a system to designate the 2 types of fittings. SAE fittings receive a blue bar with designation and translations in SAE units, and Metric fittings receive a green bar with designation and translation in metric units.
The Icons
Shield outlined denoting durability for the overall brand, consistent illustrative line drawing style, and variations to choose from per application - I’ve created an icon “Master Doc” as part of a new internal system to house this refreshed brand’s iconography set for a user friendly experience and simple reference for any designers working with the new LUMAX brand.
Step 3: The Guidelines
And then it was done - From the refreshed brand mark, its uses, brand fonts, colors, channel standards, segmentations, icons, and retail packaging standards, this document is packed with thoughtful details, rules, and guidelines to help any designer produce content for the new and improved LUMAX brand.