Buying light bulbs might not sound like the most enjoyable thing ever, but Lumi might just change your mind. Pearlfisher has created the electrical lighting brand to reflect a completely new type of lifestyle behavior. They aim to connect consumers to the products in a category that tends to be solely focused on function and lacks personality.
“When it comes to electric goods, technicians work with products instead of brands and consumers purposefully remove themselves from the category’s complexity and emotional inertia. We sought to develop a distinctive and disruptive brand that would challenge the commodity-driven approach to lighting, fixtures and fittings with a dynamic and contemporary brand identity that comes to life through an impactful visual story.”
Lumi is adorably retro and the colorful graphics on the packaging clearly communicate the strengths of each product. The brand aims to be modern and appeal to consumers who are not professionals and probably need help envisioning ideal lighting situations. Lumi gives a simple solution to electrical products and lighting problems and sparks imagination in buyers. The modern font communicates cutting edge technology and craftsmanship, helping to build trust in the consumers.
“Designed for the Gulf Cooperation Council (GCC) markets, Lumi is not just another nondescript piece of electronics; it is an integral part of the home that seeks to inform and inspire both consumers and trade with knowledge and confidence. The creative concept – illuminate – is brought to life through the dot of the ‘i’, illustrating the product’s role in lighting up the home. The ‘i’ becomes the spark for the dot’s repetition across all future brand touch-points, bringing the range together in harmony and acting as the focal point of communication.”
