Project details
- Aroma Lume
- September 2024
- Lebanon 🇱🇧/Dubai 🇦🇪
- Logo/Brand Identity
CRAFTING THE IDENTITY OF AROMA LUME
The Name and Concept
The name Aroma Lume is a harmonious blend of two core elements of the craft: Aroma (representing the carefully curated, evocative fragrances) and Lume (derived from luminescence, representing the soft, captivating glow of the flame). The concept was to create a brand that feels instantly soothing, elegant, and premium.
The Visual Identity
The branding shown in the guideline emphasizes warmth, elegance, and the fluid nature of scent and light.
The Logo Design: We opted for a sophisticated, high-contrast serif typeface that communicates timeless luxury. The defining feature of the logo is the subtle, clever integration of a stylized candle flame emerging from the letter "o" in "Aroma." This immediately grounds the brand in its industry while maintaining an elegant, minimalist aesthetic.
The Color Palette: The brand utilizes a soft, grounded palette of warm peach, nude, and dusty terracotta. These colors intentionally steer clear of harsh, artificial tones, instead evoking the natural, organic feel of poured wax, clay, and the warm glow of candlelight.
The Graphic Elements: The large, sweeping swirl in the background serves as a secondary brand mark. It mirrors the shape of a stylized "O" or a delicate wisp of fragrant smoke gently diffusing through a room. This dynamic, circular motion represents comfort, continuous glow, and the enveloping nature of our scents.
Aroma Lume establishes itself as a boutique brand offering creatively designed candles that serve as both luxurious statement pieces and comforting sources of light.
