Case Study: Nuluum

Naming + Logo Development

To come up with a fitting identity for this unique new brand, we focused on finding the common ground between Lola’s and Nathan’s professions. After a few collaborative workshops, we found ourselves gravitating toward names that played with concepts like light, life, transformation and renewal. Of the dozens of names we explored, Nuluum–derived from “new light”–was the one that shined brightest. A new brand was born.

The logo design process was grounded in many of the same concepts as the name exploration, while also bearing in mind Lola and Nathan’s aesthetic preferences. A handful of keywords–elegant, sophisticated, inviting, warm, contemporary and beautiful–were our guiding stars. Lastly, we knew we wanted the mark to incorporate floral and/or celestial elements.

The final design was centered around a stylized lowercase n, which we simply flipped and rotated to create nearly every element of the logo–including the icon, which we formed out of eight overlapping n’s. The floral silhouette of the icon nods to the physical garden and plant work that Nuluum creates, while the interior negative space forms an eight-sided star that represents awareness, understanding and enlightenment. The end result is an elegant mark symbolizing a place where both plants and people grow.