Lume

Overview

Lume is a modern eyewear company creating thoughtfully designed glasses that balance style, comfort, and everyday wearability. As the founders prepared to launch their first collection direct-to-consumer, they partnered with Climb to build a brand that felt elevated yet approachable—designed to live comfortably at the intersection of fashion and function.

The Problem

Lume entered a crowded eyewear market where many brands looked and sounded the same. While their frames were well-designed and affordably priced, their early identity didn’t clearly communicate what made Lume different—or who it was for.

Key challenges included:

• An undeveloped brand identity with no clear point of view
• Messaging that leaned generic and price-focused
• Inconsistent visual direction across packaging, social, and retail assets
• Difficulty building trust as a new, online-only eyewear brand

Lume needed a brand that felt confident, stylish, and human—without the exclusivity or clinical tone common in the category.

The Solution

Climb worked with Lume to create a brand centered on clarity—both literally and emotionally—positioning the company as a daily essential rather than a fashion trend.

Brand Strategy & Identity

The identity system was inspired by light, balance, and simplicity. Climb delivered:

• A clean, modern wordmark designed to feel timeless across seasons
• A soft, neutral color palette paired with subtle accent tones
• A typographic system combining editorial elegance with everyday legibility
• A flexible design system adaptable to digital, packaging, and in-store displays

The brand voice focused on confidence without pretense—highlighting comfort, craftsmanship, and self-expression rather than luxury signaling.

Project Timeline

• Week 1: Brand strategy, audience definition, and positioning
• Week 2–3: Visual identity exploration and refinement
• Week 4: Packaging, frame engraving, and marketing applications
• Week 5: Brand guidelines and launch-ready asset delivery

Total timeline: 5 weeks from kickoff to final brand system

The Outcome

The new brand helped Lume launch with clarity and momentum—earning early traction and building trust with first-time customers.

Results within the first 90 days:

• +176% increase in conversion rate compared to pre-launch tests
• +63% growth in average order value
• +48% repeat purchase rate on second-frame orders
• Strong early engagement across social and email campaigns
• Positive press coverage from lifestyle and design publications

Most importantly, the brand gave Lume a scalable foundation—supporting future frame releases, collaborations, and physical retail expansion.

Closing

By focusing on restraint, warmth, and everyday confidence, Climb helped Lume cut through a saturated market—proving that the most effective brands often say less, more clearly.