Aqua Optima       

A refreshing brand for innovative water filtration product Lumi

Aqua Optima are the fastest growing water brand in the UK, and a part of Strix, the world leader in boiling appliance technology. We were approached by the brand when they wanted to venture into a new market with a new, innovative product that delivered chilled & filtered water in compact unit which fit in the home, all for a very reasonable price.

Tasked with naming and creating a brand for the product, it had to have a fresh lifestyle focus, be approachable whilst maintaining a level of sophistication and standout in a sea of mediocre appliance packaging. Lumi is a Finnish name meaning ‘snow’ and felt light, fresh and appropriate for this ice cold water dispensing piece of tech.

We produced a vibrant and refreshing visual language, along with packaging, photography and marketing materials which positioned the product as the perfect addition to anybody’s kitchen. The unique shape of the products interface informed the distinct graphic device used throughout the brand, along with the curving form of the mark.


To effectively communicate the products key features we also produced a suite of simple icons used throughout collateral.

The product launches in April 2019 and we’re looking forward to seeing it appear in homes across the UK.


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