Our challenge was to develop a disruptive brand that would challenge the commodity-driven approach of the electric goods category – one in which consumers feel disconnected and technicians work with products instead of brands – with a lifestyle brand that embodies modern, connected living.
Lumi is not just another nondescript piece of electronics; it is an integral part of our homes. The creative concept of ‘illuminate’ comes to life through the dot of the ‘i’, which becomes the spark for the dot’s repetition across all future brand touchpoints, harmonising the range together and acting as the focal point of communication.
Designed By: Pearlfisher
Client: Abunayyan Electric
Creative Director: Sarah Cattle, Pearlfisher
Design Director: Dan Gladden, Pearlfisher
Designer: Jess Phillips, Pearlfisher
Strategic Business Director: Jack Hart, Pearlfisher
Founding Partner & CEO: Jonathan Ford, Pearlfisher
Location: London, UK
