Visual Identity · 2025
Lumen Atelier
A Paris womenswear house rebuilt from the typeface down — colour, cloth, packaging and a digital flagship that could travel without looking rolled out.
- Client
- Lumen Atelier
- Location
- Paris, France
- Year
- 2025
- Services
- Brand strategy, visual identity, art direction, packaging
Lumen Atelier had the clothes. It did not yet have a world. Founder Céleste Marin asked us to build an identity that could travel from a courtyard showroom in the 3rd arrondissement to stores in Seoul without looking as if it had been “rolled out”.
The brief
The existing mark was a serif wordmark set too light to survive embroidery, e-commerce thumbnails or newsprint. There was no colour system, no type rules, and the website was a lookbook PDF with a buy button attached. Wholesale partners were guessing at the brand in their own windows.
The work
We started with cloth, not moodboards. Weeks with mill offcuts and dye lots. The colour language is taken from undyed wool, oxidised silver, and a single acid green that appears once per collection — never as a background, always as a decision. The typeface is a custom-cut grotesque, slightly condensed, with a display optical size reserved for show notes and façade lettering.
Packaging is uncoated and almost industrial, so the garment is the only luxurious thing in the box. The digital flagship is paced like a fitting: one look at a time, with material notes you can actually read.
They treated the brand like a garment — structure first, decoration never. Céleste Marin, Founder, Lumen Atelier
What changed
A complete identity, packaging suite and digital flagship. Wholesale enquiries from two new territories in the first season. The mark now sits on buttons, tissue and a two-storey façade on Rue de Turenne.
