Crafting Radiance: The Birth of the Luminora™ Brand
Workshop-driven brand strategy gave a self-funded startup a cohesive identity, positioning, and visual system that connected product innovation to
Luminora
The Client
Luminora
- Company
- Luminora
- Website
- luminora.com
- Industry
- Apparel & Fashion
- Headquarters
- united states
- Employees
- 2-10
About Luminora
Luminora is a direct-to-consumer apparel brand specializing in UPF 50+ sun-protective clothing and accessories for women, founded by attorney-turned-entrepreneur Azi Hendi and dermatologist Dr. Ali Hendi.
The Challenge
The Luminora™ team, a self-funded startup offering an avant-garde sun-protective clothing line, had big product visions but no direction where to start, or how to execute, its branding.
Our Approach
Guided by Chameleon Collective's Fabian Geyrhalter, the RESONAID workshop in Miami delved deep into defining Luminora's essence, positioning, and vision. Resulting in the philosophy 'enjoy your moments in the sun,' it epitomized the brand's core and the emotions of wearing their patented fabrics. The brand name, 'Luminora™', melded "Lumin" (light in Latin) and "Dora" (gift in Greek) to symbolize the "Gift of Light."
This belief was visually symbolized with a protective eye logotype surrounded by golden rays, reflecting the sun's embrace. Tropical colors illustrated the brand's natural habitats, and the 'luminology™' fabric was introduced, enriching Luminora's brand narrative.
The Impact
By the project's conclusion, Luminora™ was more than just a startup clothing line; it was a radiant brand story told with consistency, clarity, and charisma. The refined branding captivated their audience, harmoniously linking the brand's core values with the desires and aspirations of their clientele.
The Work
Featured Expert
The Chameleon who led this engagement.
Practice Areas
Brand StrategyBrand PositioningProduct NamingBrand MessagingAudience AnalysisBrand ArchitectureBrand IdentityBrand Style GuidesBrandingTagline