"Lumen" was briefed to me as a modern and light pale ale with a clean, contemporary craft edge. For the visuals, I was asked to focus on the beer's "extra light" character, veering away from a heritage feel for a minimally cluttered look with instant readability.

To create the final outcome, I played with motifs representing light. The background gradient conjurs to mind soft lamplight, illuminated by the colour palette shared by both brewing hops and the shades produced by original electric lightbulbs. The "orbs" floating up the design buzz with energy like particles on a filament or bubbles in a pintglass, paling and becoming gaseous as their weight decreases enough for them to drift off the canvas itself.

If the average punter finds themselves too intoxicated to grasp the suggestion of such metaphors, an actual lampshade ties up the visual to help that penny drop with the subtlety of an anvil from above. Rounded text keeps the design modern and playful, with the word "light" raising upwards itself as a final flourish.