LUMASOL

Sun care, disrupted

Lumasol launched a broad-spectrum SPF 50 mist made to reapply over makeup, backed by Peter Thiel's Founders Fund and Greycroft. Ruckus was tasked with creating a logo and brand guidelines that set the brand apart from the industry, emphasizing its technological innovation while keeping it recognizable as luxury UV protection. The engagement covered brand positioning and brand identity end to end.

Standing apart on a crowded shelf

With a novel approach to sunscreen in a competitive industry, the key was understanding how the Lumasol brand could be crafted to stand apart from the biggest names on shelves, while staying recognizable as luxury UV protection worth its price. A detailed brand analysis paved the way for a unique and original brand look and feel before any design work began.

An ultraviolet point of view

The Brand Snapshot set the tone for Lumasol's ultraviolet look: purple hues complemented by natural tones to bring sun, sea, land, and skin together. Ultraviolet leads the palette at hex 4922AB, with a holographic gradient of secondary tones, Lilac, Blush, Sky, and Mist, representing the UV spectrum and Lumasol's potential for future innovation.

Lumasol's product spoke for itself, so the logo needed to be understated yet authentic to the brand. Every curve of the sleek, slim wordmark carries meaning: the first l curves down into the handle of a parasol, the o is multicolored to mirror Lumasol's chameleon-like ability to adapt to the sun and evolve as a brand, and the final l curves up like a hand misting the o.

Brand guidelines standardized the visuals and tonality of the brand so the look and feel stays consistent across packaging, web, marketing, and more. A Style Tile then acted as the digital brand palette, carrying the colors, the Questrial typeface, and imagery from brand development into a digital format for the website.

A brand the biggest names wanted to be seen with

The new identity went straight to work. Ruckus carried the ultraviolet system into Lumasol's investor pitch deck, from cover art to mission and vision spreads, and the company went on to raise seed backing from Peter Thiel's Founders Fund and Greycroft.

Press followed, with features in The New York Times, Forbes, and Bloomberg. Kim Kardashian and Kylie Jenner each featured the easy-to-use product and its packaging on their Instagram accounts, every one an unpaid, full feature, with Kardashian saying she asked Lumasol to send it to her when the brand was launching.