Luma

Luma’s strongest cues are simple: a coral label, a clear jar, a white cap, and ruby-red gummies. Apex rebuilt the campaign around those signals, moving between vivid studio compositions, tactile macro detail, a joyful usage moment, and a compact everyday ritual.

Independent concept study. Luma is a fictional brand created by Apex Studio; no client affiliation, efficacy claim, or performance result is implied.

Repetition creates instant appetite appeal, while one human frame turns the same ruby shape into a clear usage moment. The palette stays saturated and youthful without requiring a claim or headline to explain the category.

A single gummy can carry the campaign as a macro beauty object. Pull back and the pouch, jar silhouette, white cap, and coral label reconnect that tactile detail to a complete retail-ready identity.

The three-flavor lineup proves that the system can expand without losing recognition. Label color and fruit cues change, while jar geometry, cap treatment, wordmark scale, and studio lighting remain consistent.