Beauty & Wellness House Beauty you feel on the way home. Light, air, and a room that does half the work before anyone touches you.
The third answer to the same brief. Where one direction sells craft and another sells measurement, Lumé sells the hour itself, which is what a membership actually is.
That decision drives the whole system. The palette is 80 percent limewash and greige because the brand has to survive being seen every week without getting tiring. Gold never appears as a flat fill, only as a gradient falling at the angle of real afternoon light, so the identity keeps working in a room with windows. Half the photography library has nobody in it, because what is being sold is the room and the time in it.
It is also the most crowded look in Singapore wellness, and the guidelines are written as much to keep it disciplined as to describe it. The spacing rules and the one-object-per-frame photography rule are what stop it from sliding into generic spa.
- Sector
- Beauty and wellness
- Market
- Singapore
- Year
- 2026
- Delivered
- Brand strategy, Logo and lockups, Colour and type system, Art direction, Guidelines
The idea
- An hour that belongs to the person on the bed
- The same therapist, visit after visit
- Technology named as the reason it is gentle
- A results chart on the wall
- Hard sell on packages
- Cold, clinical or hurried
- Warm
- Plain
- Unpushy
One treatment a month, the same therapist each time, and your skin read again every quarter.
Transform your journey with our bespoke holistic wellness ecosystem.
The mark
One mark module, cut six ways. Every file is outlined, so the wordmark cannot drift by being re-typed in a font that is not installed.
Colour
Five colours, and a fixed share of the page for each. The proportions are the system. Swap the percentages and you get a different brand out of the same swatches.
- Limewash #EFE9DF · 56% of a layout Walls, pages, everything by default.
- Greige #D6CDBF · 24% of a layout Panels, cards and quiet separation.
- Shadow #A99C8B · 9% of a layout Secondary text, borders, the soft edge of light.
- Daylight Gold #C4A46A · 7% of a layout Only ever a gradient or a hairline. Never a flat fill.
- Umber #3B342C · 4% of a layout Text and the one dark surface. Does the job black usually does.
Type
Two faces, both open licence, so there is nothing to buy and nothing to renew.
An hour that feels like an hour.
Roman capitals with a carved feel, so it reads as calm rather than as luxury shorthand. One weight only, which keeps the hierarchy in size and space instead of in boldness.
SIL Open Font License 1.1, free for commercial use.
The same therapist every visit, and your skin read again each quarter so the plan keeps up with it.
Soft, open and quiet at light weight. It has to carry membership terms and treatment detail without ever sounding like a contract.
SIL Open Font License 1.1, free for commercial use.
The device
A soft gold gradient falling across a panel from one corner, always at the same angle as real afternoon light. It replaces every place a lesser brand would put a gold box.
Photography
These frames are generated, art directed to the palette, and they exist to brief a real photographer later. They are reference, not a shoot.
- Diffused daylight, soft edges, no hard highlights
- Half the library is rooms with nobody in them
- One natural object per frame
- Skin at rest, mid-treatment rather than posed
- Hard shadows or direct sun
- Styled flat-lays with five props
- Before-and-after grids
- Anything that looks like a stock spa
Applications
Which mark goes where, and what it is printed on. Card and signage take the lockup, the menu cover takes the stacked mark, the gift card takes the monogram alone.
Uncoated bone board, matte ceramic, pale oak. No foil and no varnish at all.
Uncoated bone board, letterpress only. No foil, no varnish and no gloss anywhere.
The homepage
The identity applied to the first screen of a website, which is where most of these decisions get tested first.
Fourteen pages, and the argument in two of them
Every page of the guideline document, in order. It covers the logo family, clear space, misuse, the colour system with print values, contrast grades, both typefaces, the hierarchy, the device, photography, and applications across digital, print and product.
Memberships are the business. This is the route people renew, because it sells the hour itself rather than a single result.
Beige and calm is the most crowded look in Singapore wellness. It only stays high-end if the spacing and the photography stay disciplined.
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01 Cover -
02 The idea -
03 Logo, the family -
04 Logo, clear space -
05 Logo, misuse -
06 Colour, the palette -
07 Colour, contrast -
08 Type, the faces -
09 Type, hierarchy -
10 Device and photography -
11 Applications, digital -
12 Applications, print -
13 Applications, product -
14 Asset index
A studio concept, not a client job
Lumé is one of three directions I developed against a single brief for a beauty and wellness business in Singapore. The brand name belongs to the direction, not to a company, and no client is named here because none commissioned it.
The photography is generated and art directed to the palette. It holds a site together until the real shoot happens, and it doubles as the brief for whoever shoots it. That is how imagery works on every project here, and it is included in the price rather than quoted as an extra.
If you want this done for your own business, branding runs as its own engagement or as the first stage of a website build. See what the branding service covers, or read the brand guidelines page for what ships at the end of it.
Same brief, same three colours, three different businesses underneath.
Oréa A warm, hand-made identity for a beauty and wellness house, built on bone, oat and brass. The machines stay behind the curtain.
See the direction
Meridian Black, gold and hairline rules for a beauty business that wants to be paid for its equipment. The technology is the luxury, and the brand says so.
See the direction
Want a brand settled before the website?
Tell me what the business does and who it is for. I will come back with directions like these, then build the site on whichever one you pick.
