Lume Deodorant: In-Store Retail Design
I led the art direction and hands-on design for Lume expansion into major brick-and-mortar retailers, directing over 40 distinct retail display configurations over a 3-year span. The main goal was breaking through aisle clutter to build instant brand recognition for a DTC-native product. Working cross-functionally with our internal retail team and 3rd-party production vendors, I established a flexible toolkit—combining vibrant color blocking, clear messaging, and founder imagery—and directly designed modular display systems for Walmart, Target, Meijer and many other major retailers across the country that brought the brand to life on store floors.
Retail Toolkit
Developed a flexible visual design system built around high-visibility PMS colors, clear benefit iconography, and recognizable founder assets. The toolkit was engineered to translate seamlessly across varying display constraints while keeping Lume instantly recognizable from 10 feet away.
Designs
Collaborated closely with our retail team and 3rd-party display vendors to design a range of modular formats—from floor towers to endcaps and sidekicks. I built the layouts to handle fluctuating product inventory while keeping the shopping experience clean and easy to navigate.
Retail Execution
Art Directed the final production and retail implementation, bringing the visual strategy to life on store floors and successfully driving off-shelf product trial.
Team: ACD & Designer: Isis Lopez, Designers: Won Ko, Lilla Lorand, Production Designers: Jessie Scheunemann, Kim Kedinger