Lumière
Fine Jewelry House
Lumière is a fine jewelry house entering a category owned by century-old maisons. The identity is precious enough to sit beside them and distinctive enough not to disappear, built around light caught in a letterform.
“Light, set in type.”
A jewelry house entering a category owned by century-old maisons needed an identity precious enough to sit beside them and distinctive enough not to disappear.
The jewel lives in the name. A custom ligature at the heart of the logotype carries a four-point star, like light caught in a letterform.
A serif logotype with a star set above the i like a stone in a prong. The sparkle is the only ornament, everything else is weight and spacing.
Deep burgundy and champagne gold, serif letterforms with jewelry-like detailing, and packaging treated as ritual, from velvet pouch to ribboned box.
A high contrast fashion serif tracked wide on packaging, with small capitals for cards and detail. Type set the way stones are set, sparingly.
