Reimagining waste for a modern world.
Project: Lomi Brand Transformation
Date: 2024-25
Role: Creative Director
Deliverables: Brand Strategy, Visual Identity, Growth Campaign Collateral, Retail Marketing Collateral, Product and Packaging
The Challenge
Lomi had strong early traction, but the brand story and identity were not yet aligned with the scale of the opportunity.
I led a small creative team to clarify Lomi’s positioning and evolve the identity across digital, campaigns, product and retail so the brand felt as modern and meaningful as the technology behind it.
Direction
Direction
The Problem
Food waste is one of the world’s largest environmental challenges, yet at home most people still manage trash the same way they did decades ago. The opportunity was to reframe waste management as something cleaner, easier, and more future-focused.
Discovery
Although the need is clear, the barrier is psychological. People view traditional waste as “free,” making it difficult to justify investing in a better solution. Through customer research and continuous concept testing, we identified the narratives that would shift perception and inspire behavior change.
Brand Experience
Brand Experience
Strategy and execution
I led the process end to end, shaping an updated positioning and translating it into a refreshed identity system. The visual language introduced natural tones, bold accents, modern type, and authentic photography to elevate Lomi from a utility to an aspirational lifestyle product.
The result is a brand built to inspire trust, signal innovation, and meet the expectations of new consumers.
Campaign
Campaign
“This is Lomi.” Designed for social platform performance and educate consumers.
“Waste-less holiday” A holiday campaign ad targeted at our core persona.
