Sharing this amazing project I had the pleasure to work on ⚡️

LUMA is a matcha brand built around the ritual of taking a moment for yourself.

The identity combines a fresh, playful color palette with a clean and contemporary visual language, creating a brand that feels vibrant without losing its sense of calm.

The result is a modern matcha identity that brings together natural qualities with a bright, lifestyle-driven aesthetic.

Check the full project on https://www.behance.net/gallery/255763939/LUMA-Matcha-Branding

Tell me your thoughts! 🔥🍵

Most of the matcha shelf is muted and ceremonial-looking, so a bright palette is exactly what makes this findable. The trade is that brightness tends to read as everyday latte rather than premium grade, and that shows up in what people expect to pay - was the daily-ritual end the deliberate target rather than the ceremonial one?

How do you turn a sense into a symbol?

Sensorium is a luxury wellness brand from Dubai built around the connection between the senses, the body and emotional wellbeing.

For this project, I created a visual language around the five senses, with a unique symbol for each one. Each symbol is built within the same circular structure, giving the elements shared proportions and a cohesive relationship, while keeping enough movement to work across different scales, textures and applications.

How important is visual cohesion to you when building or evaluating a brand system, and how do you approach it?

This is a beautiful way to turn an abstract sense into a system—the shared geometry makes the five symbols feel related without flattening their individual character. The balance between repetition and movement should give the identity a lot of range across touchpoints.