Lume Sweat Control: Omnichannel Product Launch
Lume was introducing a new clinical strength sweat control proposition and needed a launch system that could communicate a more performance-driven benefit without losing the brand's distinctive equity. I developed a flexible creative system spanning packaging, campaign, digital, paid social, and retail.
Role: Creative Strategy · Creative Direction · Lead Design · Art Direction · Packaging · Production Oversight
Product + Packaging
The packaging established the visual foundation for the launch, introducing the sweat-control proposition while creating a clear relationship between the new line and Lume's existing portfolio. Rather than treating the new product as a standalone SKU, the system was designed to create recognition across the broader shelf.
Campaign + Key Visuals
The product story expanded into a flexible campaign language designed for digital and social environments. The same visual cues used on-pack carried into campaign creative, allowing consumers to recognize the product and proposition wherever they encountered the brand.
Retail + In-store
The launch extended into the physical shopping environment, translating the campaign into retail messaging designed to capture attention and reinforce the clinical strength benefit at shelf. The system connected the shelf experience back to the product and campaign, creating continuity from awareness to purchase.
