The challenge
Lumen & Co was launching into a category where 40 competing bottles sit on the same shelf. Their pre-launch identity — a placeholder logo and no defined color system — wasn’t going to survive a three-second shelf glance, let alone a paid social feed.
Our approach
We ran the identity work and the packaging engineering in parallel instead of sequentially, testing logo lockups directly on bottle mockups from week two so we weren’t designing something that looked good in a deck and fell apart in production. The palette was chosen for shelf contrast first, screen appeal second.
The result
The identity shipped across packaging, e-commerce and paid social in the same six-week window. Lumen & Co’s launch batch sold out in 11 days, and their retail buyer specifically cited shelf standout as a reason for a second purchase order.
“We’d been burned by a branding agency before that handed us a beautiful deck we couldn’t actually produce. StraBizz designed with our packaging vendor’s constraints from day one.” — Founder, Lumen & Co