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Visual Identity & Art Direction / 2026
Lumio is a daily wellness brand from Seoul, rooted in one belief — recovery doesn't have to be loud.
The visual identity draws from the tradition of Vanitas, the seventeenth-century still life genre that arranged wilting flowers, stone faces, and resting moths into compositions of quiet beauty. For Lumio, these objects carry a different meaning. Not endings, but invitations — to tend to the body, today, before the moment passes.
The brand's three lines, Sleep, Energy, and Mind, are expressed through a system of object-based imagery tied to each formula's core ingredients. Botanical specimens, mineral forms, and figures at rest are rendered against deep, saturated grounds and layered with a script wordmark rooted in classical calligraphy. A serif monogram anchors the system across physical touchpoints — packaging, print, and space.
The packaging is unified by a dark palette of olive, navy, and charcoal, finished in matte laminate with selective embossing. Each box carries its own Vanitas object on the front panel, while the sides hold botanical illustrations drawn from the eighteenth-century herbal tradition.
Two logos. Two registers. One brand. Lumio exists in the pause — in the exhale, in the moment after you set everything down and allow the body to do what it already knows how to do.
Rest comes naturally.