Lumora Brand System
As part of the RGD Project-Based Mentorship Program, the True North Wellness brief evolved into Lumora, a Canadian wellness brand identity inspired by the Northern Lights. The project explored how sustainability, wellness, and regulatory compliance can be translated into a cohesive, scalable brand system across packaging, digital, and retail touchpoints.
Client: RGD Mentorship project
Role: Creative Director, Mentor
Scope: Branding System, Packaging design, Social graphics, Website
Contributors: Arezu Ahmadi (Project Coordinator, Graphic Designer), Valeria Barrera (Graphic Designer), Keziarene Agonoy (Graphic Designer), Ly Nguyen Ha Le (Graphic Designer)
The Ask
Create a scalable, bilingual brand and packaging system for a new Canadian wellness brand focused on sustainability, safety, and EWG-aligned standards. The identity needed to work across multiple product categories while appealing to a broad wellness-conscious audience.
The Approach
I led and mentored a team of junior designers through research, concept development, and final execution. The direction evolved into Lumora, a brand inspired by the Northern Lights, shaping a calm, luminous identity system grounded in nature and sustainability.
I provided art direction across naming, visual identity, packaging, and system design, ensuring consistency, regulatory clarity, and scalability across all deliverables.
The Outcome
Lumora is a cohesive wellness brand identity that communicates clarity, sustainability, and trust through a minimal, nature-inspired system. The final work supports multi-channel application across packaging, digital, and retail environments.