Ice baths. Everyone’s got one now. But here’s the chilly truth: LUMI did it first. Then the feed filled up with wish.com wannabes and inflatable déjà vu. We’re teaming up with LUMI to put the crown back where it belongs, on the heads of the people who made cold‑water therapy a household ritual.
TL;DR: LUMI has appointed Against Ordinary as their creative partner. First mission: re‑establish LUMI as the original ice bath. Second mission: keep the momentum humming with ongoing creative, design and brand building. Third mission: never let a copycat out‑cold us again.
Why LUMI, why now?
Because category leaders shouldn’t have to introduce themselves in their own category. LUMI built the blueprint, portable, durable, actually works, and the market photocopied it to death. We’re here to make originality loud, ownable and impossible to miss.
“We’re excited to be working with LUMI – the team is great, the products are amazing and the brand as a whole has so much potential to disrupt the category it itself established…” Be Peters, Creative Director, Against Ordinary
The plan
1) Make “original” mean something again
Not a museum label. A living advantage. We’re sharpening LUMI’s positioning so original reads as better engineered, better experience, better results.
2) Tighten the brand codes
Typography, colour, motion, sound, the whole identity tuned so you can spot LUMI from six scrolls away.
3) Clarify the product story
Name it well. Tier it cleanly. Show the performance. Kill the waffle. (Unless it’s post‑plunge breakfast.)
4) Fix the path to cold
Less faff, more plunge: a faster site, clearer store, smarter content, so curiosity becomes cart, cart becomes cold.
5) Prove it
No icy adjectives for the sake of it. Data, design, athlete‑grade credibility. If we say it, we can show it.
The partnership bit (we’re in it for the long swim)
Our first mission with LUMI is to refine the brand, in a sea of sleek black and white, we have huge opportunity to disrupt with originality.
What we love about LUMI
- They built the category (legend behaviour).
- The kit’s legit (engineering before ego).
- The team’s brave (our favourite brief ingredient).
- There’s runway (and we’re bringing the jet fuel).
Soundbites you’ll probably hear us say again
- Cold starts here.
- Accept no lukewarm imitations.
- Originals don’t shout; they set the standard.
We build sharp positioning, design that travels, and ideas people actually care about. If you’re bored of ‘disruption’ that looks like everyone else’s, let’s talk.