Lük Beautifood | Nourishing Design for Clean Beauty

The Client: Lük Beautifood

Sector: Wellness & Natural Cosmetics | Food-Grade Skincare

Agency: Exposure Creative

Services: Packaging Design, Art Direction, Production Management, Print Consultation

Date: 2016

The Challenge: Visualising “Food-Based” Beauty

Lük Beautifood is a pioneer in the “clean beauty” space, famous for their cruelty-free, food-grade natural lipsticks. The challenge was to create a packaging system for their entire range that looked as “delicious” and nourishing as the ingredients inside.

The brand needed to strike a balance between high-end cosmetic luxury and the wholesome, organic nature of their products. From a technical standpoint, the packaging required a system that could easily differentiate between various shades and formulas while maintaining a unified, premium brand aesthetic across a wide retail footprint.

The Solution: From Concept to Shelf-Ready Reality

The Endless Coconut (in collaboration with Exposure) delivered a complete packaging overhaul that transformed the brand’s physical presence.

• Design Concept & Art Direction: We developed a visual language that emphasises the “nourishing” aspect of the products. By using soft textures, clean typography, and a palette that mirrors natural food ingredients, we created a brand experience that feels both healthy and indulgent.
• Full Range Packaging Architecture: We designed a cohesive system for the entire range of sheer lipsticks. This included creating a visual hierarchy that allows for easy navigation of shades while ensuring the core Lük brand identity remains the hero of the unboxing experience.
• Technical Production Relief: Designing for cosmetics involves strict technical requirements. We managed everything from the initial die-lines to the final production-ready files. Our expertise in print recommendations ensured that the final physical product matched the high-fidelity design concept.
• Tactile Brand Continuity: We focused on the “hand-feel” of the packaging, ensuring that the materials and finishes reflected the premium, natural quality of the food-grade ingredients.

The Strategy: Authority in the Wellness Market

In the competitive world of natural cosmetics, professional packaging is the primary driver of trust. This project demonstrates The Endless Coconut’s ability to lead complex packaging projects for established wellness brands. By handling the intricate details of print and production, we allowed the Lük team to focus on their mission of revolutionising clean beauty.

The Result: A Polished, Retail-Ready Identity

The final packaging suite has become iconic in the Australian clean beauty market. The design successfully communicates the brand’s “nourishing” USP while holding its own against global luxury competitors. This project serves as a perfect example of our ability to bridge the gap between organic values and premium retail design.