Lumei

Lumei is a contemporary outerwear brand from London whose mission is to reimagine the down jacket, through creativity and modern craft. Envol Studio worked with Lumei to develop a visual world for urban living, outdoor loving explorers who desire both style and substance.

Primarily targeting Gen Z, we drew upon insights that matched the feeling people get when wearing well designed and stylish pieces of outerwear, with the satisfying and sensory goodness of ASMR content.

The result was a sensory world of material abstractions and playful, puffy forms that can flex and adapt. Pairing the art direction with an editorial graphic language means their world fits neatly into a brand who wishes to engage their customers through a continued narrative.