Lucent – Home Cleaning Rebrand for LUSH
Project Type:
Lucent is a conceptual brand extension for LUSH that reimagines household cleaning through a plant-based, design-conscious lens. While LUSH is well-known for its bath products, its presence in the home cleaning space felt underdeveloped. This project imagines what that expansion could look like—bringing LUSH’s bold visual language and eco-forward values to everyday cleaning.
Visual Identity, Packaging, Brand Extension, Environmental Graphic Design, Copywriting
The identity system uses a custom logotype, clear tone of voice, and translucent packaging to communicate purity and simplicity. I designed a range of products—like dish soap, bathroom spray, and multi-surface cleaner—along with in-store displays and digital touchpoints. The goal was to strike a balance between playfulness and practicality, making sustainability feel both approachable and visually engaging.
