Luma is a seasonal probiotic soda made with wild fermentation that supports gut health with balanced flavor and natural energy.
The Problem
How can we elevate brand awareness and encourage a taste trial for Luma, a wild-fermented probiotic soda brand?
Research & Demographic
Luma's consumer is someone who lives intentionally and wants their drink to reflect that. While researching, I discovered that health-conscious young urban adults are driving a global market worth between $163B and $181B in 2026, and still growing.
Research & Insight
What stood out was that the most loyal wellness consumers are not chasing trends, they are building rituals because it becomes a lifestyle not just a brand.
Luma Experience
The fully wrapped Luma train car creates an immersive photo opportunity for commuters. A designated area would feature oversized fruit installations and Luma-branded window graphics, transforming the space into a fun, shareable backdrop. Riders could take a seat by the window, slip on an eye mask, and capture a playful photo on their way home, extending the brand experience beyond the ride itself.
The Solution
The intention behind Luma was to make it part of a ritual. As humans, we have things in our day to day that are so ingrained we barely notice them anymore. That is what we wanted for Luma, a ritual woven into your commute that leaves you feeling refreshed. Picture waking up, putting on your Luma under eye mask while you are getting ready for your day, and grabbing your Luma on the way out the door to catch the train.
Want to see how it came together?
Go behind the scenes — sketches, research, and iterations.