Color combination ...................................................................................
Variation of white logo on colored backgrounds .…………..
Additional Options for Black and White Printing …………..
Incorrect Logo Usage .............................................................................
Typography
Corporate Typeface: Montserrat ………………….…………………………
Secondary Typeface: Open Sans ....................................................
Slogan
Suggested slogans ……………………………………………………………………..
Alternative slogans ………………………………………………………..……………
Slogan together with the logo………………………………………….….…
Corporate Graphics
Custom Brand Pattern ………………………………………………………………
Lacoste fabric, rotary printing
Signboard ……..…………………………………………..……………………………………
Catalogue
Cups
4. PRODUCT PACKAGING AND LABELING
Fabric swatch card …………………………………………………………………….
Tag
Package
Tissue paper …………………………………………….…………………………………
Grosgrain
1. BRAND ESSENCE AND IDENTITY
BRAND PHILOSOPHY
Luma Home believes that every household deserves high-quality textiles — eco-friendly, elegant, and accessible.
We bring together care for the environment with a love for beauty and comfort, offering two harmonious product lines:
Luma Pure — an affordable, eco-conscious collection designed for everyday comfort without compromising the planet.
Luma Luxe — a premium line that blends refined materials with sophisticated design for those who appreciate comfort in every detail. Modern homes require balance — between practicality and luxury, between environmental responsibility and a desire for beauty.
Luma Home was created to provide this balance through thoughtfully designed textiles made from 100% natural cotton, enhancing everyday life with comfort and style.
BRAND MISSION AND POSITIONING
MISSION
Luma Home's mission is to create accessible, predominantly cotton home textiles that allow every family to experience both eco-friendly options and refined luxury according to their needs and preferences. The brand strives to develop products that are kind to both people and the planet, offering two distinct packaging and product lines that respect both environmental consciousness and the desire for beauty in the home.
POSITIONING
Luma Home positions itself as an accessible textile brand that bridges the gap between purely ecological offerings and high-end luxury home textiles. Unlike exclusive luxury brands, Luma Home believes beautiful home textiles should be within reach of every family. Unlike mass-market options, the brand maintains a commitment to quality materials and environmental consciousness.
The dual approach of "ECO" and "Luxury" collections allows customers to choose according to their specific needs while remaining within a brand they can trust for quality and values. This dual packaging and product strategy creates clear differentiation on the shelf while maintaining a cohesive brand identity.
TARGET AUDIENCE
Luma Home's target audience is diverse and includes several key consumer patterns:
1. Eco-conscious buyers
• Environmentally responsible people who pay close attention to material composition
• Prefer natural, undyed fabrics
• Value ecological packaging and minimalism
• Age: 25-45 years
• Interested in sustainable development and "green" lifestyle
3. Accessible luxury seekers
• Aspire to premium quality at a reasonable price
• Prefer satin and other sophisticated fabrics
• Attentive to details and tactile sensations
• Age: 35-60 years
• Value elegance and timeless style
2. Home comfort appreciators
• Family-oriented people creating a cozy home
• Willing to invest in quality textiles for the whole family
• Value balance between practicality and aesthetics
• Age: 30-55 years
• Often parents who pay great attention to home atmosphere
4. Young homeowners
• Recently created their own living space
• Forming their first serious home textile collection
• Looking for quality basic products
• Age: 25-35 years
• Focused on price-to-quality ratio
The unifying factor for all target groups is the understanding that home textiles are not just functional items, but an expression of care for both their families and the wider world. All of them value the accessibility of quality textiles and the ability to choose between ecological and luxury options depending on specific needs.
BRAND ESSENCE AND ITS IDENTITY
KEY BRAND MESSAGE
"Luma
Home: Balance of sustainability and beauty in every home"
Luma Home brings harmony to living spaces through accessible cotton textiles that combine environmental responsibility and the pursuit of beauty. Every family deserves to create a home that reflects their values and aspirations, without compromising between quality, sustainability, and affordable price.
2. ESSENTIAL BRAND ELEMENTS
LOGO INSPIRING ELEMENTS FOR LOGO CREATION
The LUMA HOME logo draws inspiration from the open cotton flower silhouette. The five-petal structure creates a distinctive brand symbol that represents comfort, naturalness, and homely warmth.
LOGO INSPIRING ELEMENTS FOR LOGO CREATION
The LUMA logo typography is inspired by folded textiles. The rounded letter shapes reflect the softness of the towels and linens in the image, connecting the brand's font with its core products.
LOGO AS A GRAPHIC EMBODIMENT OF THE BRAND CONCEPT
The stylized cotton flower with five petals and smooth organic lines symbolizes the naturalness of materials and softness. Typography with rounded, accessible letter forms complements the visual element, maintaining clarity for readability. Together they create a harmonious visual identity, perfectly expressing the brand's values: exceptional quality, comfort, and attention to detail.
The natural palette of the logo symbolizes freshness and eco-friendliness, emphasizing the brand's commitment to sustainable development and natural materials.
HORIZONTAL AND VERTICAL LOGO VERSIONS
The LUMA HOME logo is available in two versions: a horizontal version for wide formats, placement in headers and on banners, and a vertical version for compact spaces, square formats and mobile applications. The choice of version depends on the placement location and the required visual emphasis.
Horizontal Logo version
Vertical Logo version
ESSENTIAL BRAND ELEMENTS / LOGOTYPE
CONSTRUCTION LOGO
PROTECTED AREA
LOGO SIZES
Minimum Logo Sizes
The logo should be positioned noticeably on the page without being excessively dominant. Please use the following guidelines for logo dimensions across standard paper formats:
A6
A5
A4 A3
CORPORATE COLORS
PRIMARY COLORS
OPTIONAL COLORS
CMYK: 62 38 91 23
RGB: 97 113 59
HEX: #61713B
CMYK: 4 2 27 0
RGB: 244 240 198
HEX: #F4F0C6
CMYK: 0 45 44 0
RGB: 248 161 134
HEX: #F8A186
CMYK: 78 53 1 0
RGB: 68 115 183
HEX: #4473B7
CMYK: 7 20 24 0
RGB: 234 203 186
HEX: #EACBBA
CMYK: 22 2 24 0
RGB: 199 224 202
HEX: #C7E0CA
CMYK: 0 0 0 70
RGB: 109 110 113
HEX: #6D6E71
Luma Green Blossom
Luma Cotton Heat
Ember Bloom
Azure Drift
Cotton Dust
Storm Petal
Young Cotton Plant
COLOR COMBINATION
VARIATION OF WHITE LOGO ON COLORED BACKGROUNDS
ADDITIONAL
OPTIONS FOR BLACK AND WHITE PRINTING
INCORRECT LOGO USAGE
It is not allowed to increase the logo symbol in relation to the name and vice versa.
The logo must not be deformed or distorted.
It is not advisable to use the logo in dark color on a dark background, or in light color on a light background.
The logo must not use gradients on the entire symbol or name, nor use colors that do not conform to the brand standards.
CORPORATE TYPEFACE: MONTSERRAT
Montserrat is a modern sans-serif font created by Julieta Ulanovsky, inspired by the typography of the Montserrat district in Buenos Aires.
Features: Geometric sans-serif font, created in 2011, with multiple weights and good multilingual support.
The font supports many languages including Azerbaijani, English, Russian, and others, making it versatile for international projects. Its balance between professional and friendly appearance has made it popular in web design and branding.
The corporate font family consists of 16 styles: 8 regular and 8 italic styles of normal width.
ExtraLight, ExtraLight Italic
Light, Light Italic
Regular, Italic
Medium, Medium Italic
SemiBold, SemiBold Italic
Bold, Bold Italic
ExtraBold, ExtraBold Italic
Black, Black italic
CORPORATE TYPEFACE: OPEN SANS
Open Sans is a versatile sans-serif typeface designed by Steve Matteson and commissioned by Google. Similar to Roboto, Open Sans belongs to the family of modern humanist sans-serif fonts and is characterized by its neutral yet friendly appearance.
Open Sans is distributed for free by Google Fonts under the Apache License 2.0, making it available for both personal and commercial use.
Open Sans works excellently as an alternative to fonts like Montserrat in situations where that font cannot be used. It is available in multiple languages including Azerbaijani, Russian, English, and many others.
Open Sans is presented in 10 styles: five regular weights and their corresponding italic versions.
Light, Light Italic
Regular, Italic
SemiBold, SemiBold Italic
Bold, Bold Italic
ExtraBold, ExtraBold Italic
FABRIC textureTHE SILENT language OF TACTILE sensations
SUGGESTED SLOGANS
The focus group selected two slogans: "Sevgi ilə yaradılmış rahatlıq" (Comfort created with love) and "Təbiətdən gələn rahatlıq" (Comfort coming from nature).
Luma Home - Sevgi ilə yaradılmış rahatlıq
Luma Home - Comfort created with love
Appeals to emotions, emphasizing products created with care and attention. It evokes warm feelings and portrays a brand concerned with customer wellbeing.
Luma Home -
Luma Home - Comfort coming from nature
Highlights the eco-friendliness and naturalness of materials, aligning with contemporary consumption trends and attracting environmentally-conscious consumers.
ALTERNATIVE SLOGANS
Luma Home - Təbii rahatlıq
Luma Home - Natural comfort
Luma Home - Rahatlıq, toxunuşdan başlayır
Luma Home - Comfort begins with touch
Luma Home - Hər toxunuşda təbii rahatlıq
Luma Home - Natural comfort in every touch
Luma Home - Toxunuşda sevgi, rahatlıqda təbiət
Luma Home - Love in touch, nature in comfort
Luma Home - Sevgi ilə toxunmuş rahatlıq
Luma Home - Comfort woven with love
SLOGAN TOGETHER WITH THE LOGO
CUSTOM BRAND PATTERN
Custom Brand Pattern EXCLUSIVE
PATTERN DESIGN FOR PACKAGING
The LUMA HOME signature pattern is a bespoke graphic created exclusively for the brand’s visual identity. Designed to reflect the brand’s philosophy and character, it serves as a distinctive visual element that enhances packaging and branded materials with elegance and meaning.
The design is built around stylized cotton flowers and delicate leaves — symbols of softness, care, and nature. The pattern appears in two primary contrasting color versions: Luma Green Blossom (#61713B) and Luma Cotton Heat (#F4F0C6).
3.
BUSINESS ATTRIBUTES USING LOGO AND CORPORATE PATTERN
BUSINESS LETTERHEAD
Universal template for official documents LUMA HOME. Used both in electronic form and in printed form (on a printer or in a printing house). Company details are required for completing the printing
Doc number: 012345
Doc date, 10 March, 2025
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Sam Smeeth Manager
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+00 1234 XXX 7890
yourname@email.com
www.websitename.com
123 Anywhere Street
+00 1234 XXX 7890
yourname@email.com
www.websitename.com
123 Anywhere Street
DOCUMENT FOLDERS
yourname@email.com www.websitename.com 123 Anywhere Street Cover, back side Cover, front side
+00
Sam Smeeth
Chief Director
+994 50 123 45 67
EMAIL@EMAIL.ME
ADDRESS
WEBSITE.COM
Sam Smeeth Chief Director
+994 50 123 45 67
WEBSITE.COM
ADDRESS EMAIL@EMAIL.ME
BUSINESS CARDS
Opening slide of the
Closing slide of the presentation
BUSINESS ATTRIBUTES USING LOGO AND CORPORATE PATTERN
PRESENTATION PAGES TEMPLATE
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volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat.
the Company page
LOREM IPSUM DOLOR
LOREM IPSUM DOLOR LOREM IPSUM DOLOR
Tablecloth
BADGE
T-SHIRT
SIGNBOARD
CATALOGUE EXAMPLE
CUPS
LANYARD
BILLBOARD
ROLL UP
4. PRODUCT PACKAGING AND LABELING
PRODUCT PACKAGING AND LABELING
FABRIC SWATCH CARD
TAG
The image shows four tag options for the Luma brand. The concept features a dual-tag approach: a kraft paper tag paired with a fabric swatch. This allows customers to feel the material quality and see the actual product color without unpacking the item.
PRODUCT PACKAGING AND LABELING
PACKAGE STICKERS
Circular stickers in two color variations for sealing product packaging. Designed in the brand's signature colors with the flower logo.
PRODUCT PACKAGING AND LABELING
TISSUE PAPER
White tissue paper with a delicate green flower pattern for brand product wrapping. Complements the brand identity and creates a cohesive presentation.
GROSGRAIN RIBBONS
Green grosgrain ribbon with flower pattern for various packaging needs. Enhances the brand's natural aesthetic and adds an elegant finishing touch.
CRAFT BOX
Eco-friendly craft boxes in two color options: green and natural. Made from recyclable materials, highlighting the brand's commitment to environmental sustainability. Inside features the signature tissue paper with flower pattern and brand sticker.
CRAFT BOX
PREMIUM BOX
Premium gift box in brand's signature green with sliding drawer design. Lined with patterned tissue paper and sealed with the flower logo sticker, offering an elevated unboxing experience for special occasions and premium items.
TEXTILE BAG PACKAGING
Eco-friendly cotton textile bags for sustainable product packaging. Available as tote and drawstring styles, featuring the Luma logo and branded tags. A reusable alternative to traditional packaging that emphasizes the brand's environmental values.
PRODUCT PACKAGING AND LABELING
TEXTILE BAG PACKAGING
CRAFT BAG
Kraft paper bag made from sturdy eco-friendly material with the Luma Home brand logo. Minimalist design emphasizes the brand's natural aesthetic and environmental commitment.
PREMIUM BAG
Elegant premium bag in signature green color with LUMA HOME logo. Features black rope handles for durability and sophisticated appearance, perfect for high-end purchases and special occasions.
"Textile is a silent storyteller of our lives. What touches our skin, covers us in sleep, greets us in the morning — it's not just material, but a manifestation of our values and aspirations. In a world where everything is becoming disposable, choosing quality, ecological, and yet affordable textile is a quiet manifesto, affirming our commitment to a more conscious life."
American fashion designer and the creator of the Donna Karan New York and DKNY clothing labels
