LUMA
Beauty. Ritual. You.
LUMA is a Cape Town house of quiet beauty: a boutique, salon and spa held in one warm ivory room. The identity is a single sheet of ivory with everything on it set as a generously rounded card, golden tan panels carrying the invitations, and the tracked serif capitals of the packaging reserved for the wordmark alone. Photography of the rooms in golden light supplies all the warmth.
Visit the live site01 — Color System
The palette
Five roles — primary, secondary, accent, background, and text — balanced for contrast, hierarchy, and a consistent feel across every application.
Golden Tan
#D1BC9F
Cream Tile
#EFEADE
Brushed Gold
#A8865B
Ivory
#F6F3EA
Umber Ink
#211C15
02 — Typography
Type pairing
Hanken Grotesk sets the tone in headlines, paired with Hanken Grotesk for readable, unobtrusive body copy.
Aa
The quick brown fox
ABCDEFGHIJKLM · abcdefghijklm · 0123456789
Aa
Beauty. Ritual. You. Considered typography keeps the LUMA voice clear across every touchpoint, from packaging to product.
03 — Applications
The system in use
The same palette and type system, applied across stationery, packaging, and digital.
Business cards
Packaging
LUMA
Beauty
Website
Beauty. Ritual. You.
LUMA is a Cape Town house of quiet beauty: a boutique, salon and spa held in one warm ivory room.
04 — Usage Guidelines
Getting it right
- 1
Ivory is the page and every surface on it is a rounded card; nothing sits on a hard edge.
- 2
Golden tan panels carry the invitations, and white type sits only on tan or photography.
- 3
Hanken Grotesk does every word in sentence case; the tracked serif capitals belong to the wordmark and the labels alone.
- 4
Brushed gold lives on the bottle caps in the photography, never as a fill on screen.