Model reclining in a green Maltese luzzu with a yellow deck at golden hour, wearing stacked gold bangles, sculptural rings and a gold chain necklace above shimmering water

Case Study — Brand Creation / Fashion Jewellery

LUME

Brand Creation · Creative Direction · Visual IdentityMalta / Europe2026

01 / The Brand

Born under
Mediterranean light.

LUME was conceived as a contemporary jewellery brand built around sunlight, movement and the Mediterranean — creating an elevated visual world where jewellery becomes part of how a moment is remembered.

Brand

  • Concept
  • Strategy
  • Visual Identity
  • Product Direction

Creative

  • Creative Direction
  • Art Direction
  • Photography
  • Videography

Digital

  • Website
  • E-commerce
  • Content
  • Social Media
  • Digital Marketing
  • Launch
A hand stacked with gold bangles and rings trailing fingertips through turquoise water beside a green wooden boat and frayed rope

02 / Brand World

A world before
a product.

The identity was built around a feeling rather than a conventional luxury code — Mediterranean heat, reflective water, bare skin, natural textures and jewellery designed to live between everyday life and escape.

03 / Visual Identity

Worn close
to the skin,

remembered for a lifetime.

An identity system designed as a feeling first — then translated into wordmark, typography, colour and every surface the brand touches.

04 / Product World

Designed to
be lived in.

From sculptural statements and everyday pieces to Mediterranean and festival-inspired accessories — each collection a different expression of the same sunlit world.

  • 01Paradiso
  • 02Sculpted
  • 03Ether
  • 04Isla
  • 05The Festival Edit
  • 06Daily Icons
Close portrait with eyes closed, arms crossed at the shoulders, wearing a pearl and seashell hoop earring in warm sunlight

05 / Campaign

Made to be seen.
Worn to be remembered.
Low-angle portrait against white rock and blue sky, model in a gold knit top, tinted sunglasses and pearl and shell earrings
Model with head thrown back to the sun, wearing long pearl and seashell drop earrings

White rock · Late sun · Malta

06 / Festival Edit

Jewellery
beyond jewellery.

Chain becomes garment. The Festival Edit treats the body as the setting — adornment built for movement, heat and the freedom of summer nights.

Model shading her eyes with one hand, wearing the silver chain body jewel and a black skirt among white rocks under a blue sky
Model laughing with arms raised, wearing a silver chain body jewel and layered head chain against sunlit white rocks

07 / Mediterranean Stories

Somewhere
between memory
and summer.

Model leaning over the edge of a green boat, eyes closed and head tilted to the sun, with blue luzzu boats blurred in Marsaxlokk harbour behind

Marsaxlokk · Malta

Luzzu boats, harbour light and sun-warmed limestone — a campaign shot as memory, where the island's colour takes over and the jewellery simply belongs.

Model in an ivory satin top and skirt leaning against a weathered limestone wall with painted graffiti, gold bangles on a raised arm

08 / Digital Experience

The brand,
in motion.

The visual identity was translated into an editorial e-commerce experience designed to preserve the same sense of movement, intimacy and Mediterranean atmosphere across the digital journey.

  • Homepage
  • Collection presentation
  • Product experience
  • Editorial sections

09 / Content & Launch

From identity
to audience.

The brand world was translated into a launch system across social content, paid media, email and digital touchpoints — maintaining a consistent visual language from first impression to purchase.

Social Media
Campaign content · Reels · Stories · Brand storytelling
Paid Media
Meta advertising · Campaign creatives · Retargeting
Email
Launch communication · Product storytelling · Campaigns
E-commerce
Website · Product experience · Digital conversion journey
Low-angle portrait against a clear Mediterranean blue sky, model with long curls wearing a sculptural flower earring and ivory satin top

Live while
it shines.

LUME

Malta / Europe · 2026

  • Brand Creation
  • Creative Direction
  • Visual Identity
  • Photography
  • Videography
  • Digital Experience
  • Launch

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