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LUMEN
Graphic Design
Packaging & campaign · Apprenticeship brief · 2025
Every apprentice got one drink category to brand from scratch: dairy, energy drink, juice, coffee or water. I got water, the least exciting on the list. LUMEN is my answer: a premium flavoured water in six variants, with packaging and a billboard campaign.
Quick facts
Role
Tools
Year
Context
Runtime
Credits
Naming, packaging design, campaign
Illustrator · Photoshop
2025
Apprenticeship Project at Schindler, solo
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Key Decisions
A black can for water
Water usually comes in clear plastic. I went the other way: a matte black can, where the only colour is the flavour. That sets LUMEN apart from other waters, and even from energy drinks, and positions it as a premium product at a higher price. The name fits the idea. It came out of a brainstorm with an AI tool that I steered through many rounds of feedback, and it's Latin for "light": on every can, the colour is the light in the dark.
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One system, six flavours
Every can follows the same layout: the tagline "Pure. Balanced. Refined." at the top, the brand name running vertically in a light typeface, the flavour beside it, and three short facts at the bottom. Only the colour changes, down to the ring-pull. The hardest part was balancing the brand name against the flavour and finding a colour that tastes like each one, from lime green for Lemon & Mint to pink for Berry & Hibiscus.
No "Out now"
The billboards carry the product and the tagline, nothing else: no "Available now," no price, no sticker. My Praxisbetreuer suggested adding them at first. I argued that a premium brand shouldn't shout. The billboard only has to plant the can in someone's memory, so that in the store it already looks familiar. He agreed.
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Outcome
The project where I learned to defend a design decision instead of adding to it. My Praxisbetreuer came around to the quiet campaign and liked the overall design.
