Services
Client
Year
Challenge
LUMI was the pioneer, the original ice bath brand. However, early success brought a wave of imitation.
The market quickly became saturated with competitors copying features and benefits, resulting in a “sea of sameness.” The industry aesthetic had solidified into a cold, aggressive “black and white” landscape, with every brand competing for the same narrow demographic: pro-athletes focused on speed and extreme recovery.
LUMI had lost its visual distinctiveness and its voice. To reclaim its spot as the number one brand, they needed to stop blending in and start standing for something different.
Goal
Our objective was to pivot LUMI away from the crowded "elite performance" space and re-establish them as the market leader. We aimed to: Differentiate deeply: Break free from the clinical/aggressive aesthetic of competitors. Expand the audience: Move beyond the niche pro-athlete market to capture a wider demographic. Humanise the cold: Make ice bathing approachable rather than intimidating.
The impact
By pivoting to the "Everyman" archetype, LUMI successfully exited the shouting match regarding technical specs and pro-endorsements.
Brand distinction: The retro Nordic aesthetic instantly separated LUMI from the monochromatic competition, creating high visual recall.
Market expansion: By lowering the barrier to entry through humor and relatability, LUMI successfully tapped into the mainstream wellness market, making ice baths accessible to the casual user.
Reclaimed authority: The historical narrative restored LUMI’s status not just as a seller of tubs, but as the authentic guardian of the practice.
The approach
We identified a massive strategic gap. While competitors were fighting over the top 3% of elite performers, we unveiled a completely untapped market: the other 97%. We shifted the brand strategy from the "Hero" archetype to the "Everyman."
Strategic positioning: relatable wellness
We moved the conversation away from extreme measures and “the grind.” Instead, we positioned LUMI as a down-to-earth, relatable brand. We utilised humour to break down the mental barriers associated with cold water therapy, building immediate rapport with the audience. The message was clear: You don’t have to be an Olympian to feel good; you just have to be willing to get a little cold.
Narrative roots: nordic tradition
To validate the health benefits without sounding like a medical journal, we went back to the source: the original ownership of ice baths in Nordic traditions.
The evidence: We used this history to prove the longevity and value of the practice.
The twist: We acknowledged that while the reasons people plunge have changed over centuries, the feeling remains the same. This grounded the brand in authenticity while allowing for a modern expression.
Visual identity & palette
We rejected the industry-standard black and white in favour of a palette that felt warm, nostalgic, and established.
The palette: A retro teal and umber led the identity, grounded by a sturdy bark brown. We balanced these earth tones with a soft cream dubbed “breath,” adding necessary negative space and lightness.
Typography & imagery: The typeface was selected to reflect the structure of Nordic wood organic yet strong. The art direction strictly adhered to this new color palette, ensuring that every piece of content, from social posts to web banners, felt consistent, premium, and unmistakably LUMI.
