Luthmore has introduced a vibrant new brand identity developed by the creative studio Underexposed. Founded by two former Dyson engineers, the brand entered the energy-saving home technology market with an innovative boiler that provides heating and hot water entirely powered by electricity.
The team’s main goal was to communicate to consumers the concept of an eco-friendly lifestyle without sacrificing convenience or everyday comfort. The new visual identity emphasizes positivity, dynamism, and the energy inherent in the product itself. The brand symbol is composed of smoothly arranged dots (“Ions”) forming a circle, visually expressing energy, movement, and interaction, symbolizing the power and balanced operation of Luthmore’s equipment.
The brand’s color scheme relies on gradients inspired by natural phenomena such as dawn, sunset, and the night sky. This palette was chosen to represent the quiet, stable operation of the boiler throughout the day, highlighting its seamless integration into the homeowner’s daily routine. The color transitions in brand communications convey emotions ranging from morning freshness to evening tranquility and coziness.
Photography used in the new identity emphasizes the emotional benefits of the product: warm, soft lighting conveys coziness and confidence in a comfortable home atmosphere, highlighting the boiler’s quiet operation and emotional peace of mind for homeowners.
An essential part of the launch is the digital platform, combining technological precision with user-friendly, intuitive navigation. The brand’s app enables users to monitor energy consumption, set economical tariffs, and maximize the device’s benefits.
With its new identity, Luthmore successfully merges innovative technology with home comfort, embodying a commitment to environmental responsibility and convenience. The visual style conveys the message: Luthmore brings you closer to a more positive, eco-friendly, and comfortable future for every home.