The first step was the most radical:
Giving a gin its soul
A brand identity project built from the ground up, from the name to the final illustration.
When a talented mixologist decides to turn their vision into a niche product, branding cannot just be about aesthetics: it must tell the story of an entire philosophy of life. Luma Spirits was born this way, from a close collaboration between creativity and identity, between craft and poetry.
Our task was to build a brand capable of containing all of this: the travels, the flavors, the emotions, and the authenticity of someone who has made sensory experience their raison d'être.
Creating a spirits brand (Gin and Amari) capable of standing out in a crowded market without resorting to the industry’s most overused visual codes. The client didn’t want just any gin: they wanted a universe. A brand that spoke of freedom, soul, and lived beauty, not just a product.
The first step was the most radical:
Luma is born from the fusion of lux (light) and alma (soul).
An essential name that goes straight to the heart of its meaning: offering unique and intimate experiences that involve life and the senses.
A name that needs no explanation, because it already carries it within.
“Luma is the story of a soul, a body that travels and discovers, crosses places, and creates combinations of flavors that make it imagine, dream, and live.”
The question we asked ourselves: how do you visually represent the soul?
We built a symbolic system that translates the brand’s values into pure form, starting from four visual archetypes:
The result is a unique and recognizable composition: the soul moving toward the light.
Creative territory
Inspirations do not come from industry trends, but from a broader and more authentic imagery:
Evocative, natural, authentic. Luma’s colors don’t scream; they speak. A palette capable of evoking distant lands, real sunsets, and true ingredients. Recognizable without ever being obvious.
Every bottle becomes a visual story. The concept is consistent with the entire identity: the illustrations are born directly from the gin’s ingredients, which are broken down and reassembled into evocative visual compositions.
An almost alchemical process: from the ingredient emerges the image, from the image emerges the emotion. Each product variant carries its own illustrated essence, making every bottle an object to be looked at even before it is tasted.
A brand that doesn’t just sell a gin, but a way of being in the world.
Today, Luma Spirits is a complete and coherent identity: from the name to the illustrations, from the typography to the palette, every element tells the same story—that of a soul that travels, feels, and toasts to beauty.
We don't sell services. We build direction.
We don't seek visibility. We build relevance.
We don't chase trends. We build systems that last.
Are you ready
to make it real?