Lumi and Lantern Lane

Brand Identity / Visual Development

Welcome to Lantern Lane

Lumi & Lantern Lane is a whimsical visual identity and campaign concept created for Bluebell Hollow Studio, a studio developing a cozy character-led story world. The project centers on Lumi, a curious little lamb, and a quiet cottage setting filled with soft light, gentle wonder, and storybook charm.

The goal was to build a design system that feels warm, cinematic, and emotionally inviting while still working across practical brand touchpoints like posters, merchandise, social content, website graphics, and promotional materials. The final direction combines expressive character imagery, soft environmental storytelling, elegant typography, and a dreamy moonlit color palette.

Customer

Bluebell Hollow Studio

Services

Branding

Visual Development

Art Direction

Merchandise

Print and Promotional Design

Designing Lumi's World

The process

Goals

Create a memorable visual identity for a story-driven animated property.

Build a brand system that feels warm, magical, and emotionally approachable.

Connect the main character, Lumi, with the cottage environment in a way that feels cohesive and story-focused.

Design a flexible visual language that could work across digital, print, merchandise, and promotional applications.

Balance a premium storybook aesthetic with a playful character-led tone.

Make the project feel charming and cinematic without becoming too childish or overly decorative.

Challenges

The biggest challenge was balancing softness and sophistication. The character needed to feel cute and expressive, but the overall brand still had to feel polished enough for a professional animation property.

Another challenge was making the cottage, lanterns, flowers, and nighttime setting feel like part of the same world as the lamb character. The visuals needed to support the story rather than feel like separate decorative elements.

The identity also needed to scale across very different formats. A storybook cover, website hero, social post, sticker sheet, poster, and merchandise item all require different layouts, but they still needed to feel like they belonged to one cohesive brand system.

Approach

The visual direction started with the emotional tone of the story: quiet wonder, comfort, curiosity, and the feeling of finding your way home. From there, the design system was built around recurring visual motifs such as lantern light, bluebell florals, soft stars, cottage textures, and rounded frame shapes.

The color palette was developed around deep moonlit navy, twilight blue, lavender mist, lantern pink, warm peach, and soft cream. These colors helped create a dreamy nighttime atmosphere while keeping the brand gentle and approachable.

Typography was chosen to reinforce the storybook quality of the project. An elegant serif display style gives the identity a classic, literary feel, while simpler supporting type keeps the system usable across modern digital and campaign materials.

The final applications show how the identity could expand into a full launch package, including key art, poster design, social graphics, website concepts, merchandise, stickers, and print pieces. Each touchpoint uses the same core visual language while allowing enough flexibility for different storytelling moments.

Gilmore Girls Packaging setup in a kitchen

Gilmore Girls Collection

A Taste of Stars Hollow

Packaging

Products

Layout

Hawkeye and Obi-Wan Kenobi Jackets on Models

Studio Production Apparel

The Apparel is Strong with This One

Apparel

Illustration

Layout