Our challenge was to develop a disruptive brand that would challenge the commodity-driven approach of the electric goods category – one in which consumers feel disconnected and technicians work with products instead of brands – with a lifestyle brand that embodies modern, connected living.

Lumi is not just another nondescript piece of electronics; it is an integral part of our homes. The creative concept of ‘illuminate’ comes to life through the dot of the ‘i’, which becomes the spark for the dot’s repetition across all future brand touchpoints, harmonising the range together and acting as the focal point of communication.

Designed By: Pearlfisher

Client: Abunayyan Electric

Creative Director: Sarah Cattle, Pearlfisher

Design Director: Dan Gladden, Pearlfisher

Designer: Jess Phillips, Pearlfisher

Strategic Business Director: Jack Hart, Pearlfisher

Founding Partner & CEO: Jonathan Ford, Pearlfisher

Location: London, UK