When Luar Beauty first came to us in November 2022, we were just a few months into building almst studio, a branding studio in Mumbai—still laying our own foundation, finding our creative rhythm, and defining the kind of work we wanted to be known for. We were driven by a vision to collaborate with purpose-led brands, and the timing felt serendipitous. Here was a beauty brand with big dreams and a strong point of view, looking to enter a saturated market with something refreshingly different: softness with strength, modernity with meaning, and an aesthetic that wasn’t about performance, but presence. It was a perfect alignment of ambition and intent.

From the start, we knew the brand experience needed to feel like global luxury rooted in South Asia. Every detail of the product had been so thoughtfully crafted, the branding had to meet that same level of care. Luxury, after all, lies in the details.

We began by understanding the brand audience—what they valued, how they experienced beauty, and what luxury meant to them. Inspired by the fluidity of the brand’s name and ethos, we developed a brand logo, color palette, and type system that balanced restraint with flow. Visually minimal, yet rich in nuance.

We used printing techniques like subtle embossing and foiling to bring dimension and understated elegance to the packaging. This sensory attention carried through digitally—soft gradients, rounded corners, and interactive AI features created a seamless, immersive UI/UX experience.

With technology and luxury at the heart of Luar’s universe, we extended that energy into their brand assets. The creative production leaned into an editorial aesthetic, but we wanted to push further. We storyboarded and produced 3D animations—powerful, fluid visual narratives that brought depth to the brand’s digital expression.

What made this project truly special wasn’t just its creative ambition—it was how personal it became. As Luar evolved, so did we. Every moodboard, meeting, and mockup marked a milestone—not only in their journey but in ours. We were finding our voice, learning to trust our instincts, and carving space for brands that challenged the conventional.

Luar taught us the value of patience and the quiet power of intention. The process wasn’t rushed—and that became its strength. Every decision, from brand naming to typography, was made with care and conviction. 

When the time came to shoot the launch campaign, the brand story had to match the spirit and brand strategy. We cast real people with real skin, texture, and stories. The creative direction was grounded in honesty and intimacy—beauty not as aspiration, but as reflection. 

Now, nearly three years after our first conversation, Luar Beauty has arrived—fully formed. It didn’t launch with noise, but with presence. Understated, intentional, and built to last.

At almst, we’re proud to have been a part of Luar’s brand journey. This collaboration deepened our belief in the slow build, in thoughtful branding, and in creating work that not only makes a statement—but stands the test of time.