Work
Year
Year
2024
2024
Client
Client
Lumora
Lumora
Engineered for the rider who knows the difference.
Duration
Duration
5 months
5 months
Location
Location
Girona, ES
Girona, ES
Industry
Industry
Sports & Performance
Sports & Performance
Deliverables
Deliverables
Brand identity, logo design, art direction, photography direction, campaign creative, and brand guidelines.
Brand identity, logo design, art direction, photography direction, campaign creative, and brand guidelines.
Lumora is a premium carbon road bike brand engineered for riders who measure progress in watts, not miles. What began as a frame manufacturing operation for professional cycling teams evolved into a full consumer brand identity — dark, precise and built for the kind of performance that only reveals itself at speed.
Lumora is a premium carbon road bike brand engineered for riders who measure progress in watts, not miles. What began as a frame manufacturing operation for professional cycling teams evolved into a full consumer brand identity — dark, precise and built for the kind of performance that only reveals itself at speed.
Building a Performance Cycling Brand That Treats Carbon Fiber as the Most Beautiful Material on Earth
Building a Performance Cycling Brand That Treats Carbon Fiber as the Most Beautiful Material on Earth
Lumora was built for a specific kind of rider — one who can feel the difference between a good frame and a great one at 50 kilometers per hour on a descent. The brand did not need to explain performance. It needed to make performance visible before the rider ever touched the bike. The brief was to create an identity that matched the obsessive craft behind the product. Every tube junction, every cable routing decision and every gram saved in the carbon layup is a choice made by an engineer who cares too much. The brand needed to communicate that level of care from the first impression.
Lumora was built for a specific kind of rider — one who can feel the difference between a good frame and a great one at 50 kilometers per hour on a descent. The brand did not need to explain performance. It needed to make performance visible before the rider ever touched the bike. The brief was to create an identity that matched the obsessive craft behind the product. Every tube junction, every cable routing decision and every gram saved in the carbon layup is a choice made by an engineer who cares too much. The brand needed to communicate that level of care from the first impression.
The brand mark — a faceted diamond form split diagonally, suggesting both speed and precision engineering — was designed to hold its own against the visual complexity of a carbon frame without competing with it. It is geometric where the bike is organic, sharp where the tubing is curved, creating a productive visual tension between brand and product. The single orange accent — a small badge detail visible on the frame in the campaign photography — was elevated into the brand's signature color. Used sparingly across all touchpoints, it functions as a performance marker: the detail that tells you this bike was not designed to be average.
The brand mark — a faceted diamond form split diagonally, suggesting both speed and precision engineering — was designed to hold its own against the visual complexity of a carbon frame without competing with it. It is geometric where the bike is organic, sharp where the tubing is curved, creating a productive visual tension between brand and product. The single orange accent — a small badge detail visible on the frame in the campaign photography — was elevated into the brand's signature color. Used sparingly across all touchpoints, it functions as a performance marker: the detail that tells you this bike was not designed to be average.
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