Vibrancy

Lure is the sub-brand of Edward Bulme Natural Paint. It is one of the very few powdered paint ranges that is eco-friendly. Their eco-friendly paints are born out of their commitment to the environment—they develop beautiful colored paints with the non-toxic paint formulations, creating a healthy atmosphere for your home. The original packaging design is functional and expresses the core value of eco-friendly paint. Still, it lacks a compelling visualization and storytelling that will stand out from the competitors in the market.

The logo and packaging were redesigned with the simple and clean typography that shows modernity. Emphasizing the brand’s eco-friendly raw materials and the beauty of powdered paint, I decided on watercolor and irregular shapes of raw materials as the key elements of packaging. Two different packaging colors were used to distinguish the various tones of the powdered paint.