Spec Work · Welcome Email
Lumière
A Paris-based luxury candle maison launching their fragrance collection — warm cream palette, Cormorant Garamond editorial type, and scent cards built around ingredients rather than photos.
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Design decisions
Cream + gold is not generic luxury — it is an atelier signal
Lumière uses #faf7f2 (warm cream) as its base rather than pure white. Pure white feels clinical; warm cream feels like paper, linen, candlelight. The gold (#c9a84c) accent color appears exclusively in the top bar, section labels, and scent pricing — never on body text. Gold earns its place by being earned.
Cormorant Garamond italic in the hero headline does emotional work copy cannot
"A room changes when you light one." Set in italic Cormorant Garamond, it reads like a line from a novel — slow, felt, personal. The preceding line is upright roman. The shift to italic on the second line creates a pause. That pause is where the brand positioning lands.
Three scents, three icons, no photos — by design
Fragrance cannot be photographed. The three scent cards use icons + ingredient lists ("Sandalwood · Vetiver · Amber") instead of product shots. This is honest: the purchase decision is olfactory, not visual. Trying to show a candle photo in a scent card is a distraction from what actually converts.
The quote strip earns trust without a testimonial
"Scent is memory made tangible." — Maison Lumière. The dark (#2a2016) background quote block breaks the cream layout and forces a moment of stillness. It does the brand's emotional positioning work without asking the reader to believe a stranger's five-star review.
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