Luminar Re-Brand
Category: Re-Brand for Sydney Packaging Printing Company
Mela Creative partnered with Sydney-based printer Luminar, formerly Avonlea, to redefine its brand identity. The original brand had become outdated and no longer reflected the company’s evolution from a label printer to a complete packaging print solutions provider. The rebrand aligned with Luminar’s move to larger premises and marked their journey forward as leaders in the industry.
Challenge: Reinventing an Established Business
The existing name and brand identity no longer resonated with the company’s vision to position itself as a digital disruptor in the flexible packaging sector. Managing Director Matt sought a modern brand that would capture the business’s new direction while remaining memorable, meaningful, and distinctive enough to be trademarked.
Solution: A Modern Identity with Room to Grow
Mela Creative worked closely with Luminar to develop a new name that reflected their mission to shed light on customers’ products through standout packaging. “Luminar” was chosen for its simplicity, memorability, and symbolic connection to illumination and brand visibility. The resulting identity is clean, modern, and designed with flexibility to support the business’s growth, including future expansion into divisions of Luminar Group.
A simple, modern identity gives Luminar the flexibility to grow while positioning them as leaders in packaging innovation.
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