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.luxen. — Brand identity and packaging for a daily adaptogens line
In eyewear retail, style often overshadows substance. The "OROCO" project takes the opposite approach — building a complete visual identity rooted in optical precision rather than passing trends, where every design decision starts with how a frame is properly fitted, not how it looks on a mood board.
Services
Brand Identity, Packaging Design, Regulatory Label Systems
Problem
Daily-adaptogen brands split into two camps. Pharmacy-grade labels that read like medication — clinical, cold, nothing a person wants to hold. Or wellness brands that lean so far into ritual the ingredient list disappears behind gradients and soft-focus lifestyle photography. Compliance and desire are treated as opposites, and the buyer — someone technically literate, taking this as a daily discipline, not a lifestyle prop — is left choosing between trusting the product or wanting it.
Solution
Luxén starts from the opposite premise: legibility is the luxury. Every regulatory requirement — EU Directive 2002/46/EC and 1169/2011, full ingredient disclosure, dosage, batch, storage — stays on the label, in full size, not minimised into grey six-point type or pushed off onto a QR code. The label is built as a three-column instrument: warnings and dosage on the left, the mark centred, ingredients and compliance data on the right.
Nothing performs luxury through decoration. The white label against dark amber glass, with the capsules visible through it, is the entire aesthetic — restraint as the premium signal, not foil or embossing.
Nothing performs luxury through decoration. The white label against dark amber glass, with the capsules visible through it, is the entire aesthetic — restraint as the premium signal, not foil or embossing.
The Mark
Space Grotesk was chosen for its geometric precision and quiet confidence — a typeface that reads as considered rather than assertive. The accented "é" becomes the visual hero of the wordmark, a subtle stand-in for inner clarity. The period closing the mark works as an anchor: a full stop, not a flourish — signalling intention rather than decoration.
The Wordmark
ENAME is set in a custom condensed typeface derived from Poppins Black. Heavy weight, tight tracking, full capitals. The mirrored E closes the word the same way the mark closes its form — as a reflection, not a repetition. The colour of the mark references UV curing light — the violet-spectrum technology used in composite restoration. Not decorative. Functional by origin.
The Wordmark
ENAME is set in a custom condensed typeface derived from Poppins Black. Heavy weight, tight tracking, full capitals. The mirrored E closes the word the same way the mark closes its form — as a reflection, not a repetition. The colour of the mark references UV curing light — the violet-spectrum technology used in composite restoration. Not decorative. Functional by origin.
Typography
Space Grotesk + Plus Jakarta Sans —
Space Grotesk across the full weight range, wordmark to editorial headline. One typeface carrying both the restraint of the label and the confidence of the campaign visuals — proof that discipline in a type system reads as more premium than variety.
Other Projects
If you’re building something in health or medicine that deserves to look as serious as it is —
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