Lumis
A clothing label that dresses in black and white. The whole brand hangs on one letter: an M drawn as a zigzag of light.
Light, cut in two tones.
An independent black-and-white clothing label was competing with fast fashion online. Its visual identity felt editorial and cold, while the brand struggled to build community. Instagram engagement was 1.2% and customer loyalty was 8%.
Research into fashion communities showed that people often follow stories and shared identity rather than brands alone. LUMIS had a clear DNA: minimalism, one drop per season, and useful working pieces.
The identity became handmade, intentional, and personal. The website was turned into a horizontal lookbook, making the shopping experience feel more like joining a community than browsing a conventional store.
Followers increased from 4,200 to 18,000 in six months, engagement from 1.2% to 6.8%, repeat purchase from 8% to 31%, and average order value by 45%. The brand also received its first wholesale inquiry three months after launch.
Fashion sells identity as much as product. Build the story around who the customer wants to become.
Identity
A heavy geometric wordmark with an outline M set on a strict grid. The M works alone as the monogram, and the stroke weight holds from a woven label to a wall sign.
Retail
A white paper bag, a hanging shop sign and a card system that treat the logo like a clean print on good cotton.
Apparel
The zigzag repeats into a pattern for tissue and linings. On the clothes the M shows up small, on a chest, a swing tag or an inside label.
