Finnish beauty brand Lumene has partnered with JDO Brand & Design to re-launch a new series of skincare and cosmetic ranges. These exceptional, natural products feature rare and potent ingredients that are sourced from the depths of the Finnish wilderness and transformed into pure and uncompromising skincare and makeup solutions.Lumene partnered with JDO to bring the new brand proposition to life, working for twelve months to create a visual world that would leverage the brand’s heritage and provenance, as well as the arctic luminescence at its heart.Developing a unique visual identity was imperative to stand out in an exceptionally competitive category. The new identity and pack design hero the ‘wheel of light’, a powerful and iconic new equity that was created to cue and connect the brand’s unique and rich Nordic provenance story across all touchpoints. JDO also created the brand’s entire retail experience for flagship, duty free and other channels. Crucially, the wheel of light has become a pivotal storytelling strategy for Lumene that will go on to help the brand convey natural Finnish beauty deeply distilled with luminosity in a consistent way.The team sought inspiration outside of the beauty category and adopted ‘Nordic Chic and Style’ as the visual anchor for the skincare and makeup ranges. This vision borrows emerging trends from the fashion world, infused with simple Scandinavian and premium category cues to deliver solutions that enhance, not cover up.CreditsFounder and chairman: Tim Jebb