Project Summary
LUUK blends heritage craftsmanship with modern innovation to create custom eyewear rooted in tradition, sustainability, and individuality.
From day one, Wahl Creative was brought on as the creative director for this standout start-up. This project reflects the full scope of what we offer our clients through strategic thinking, creative development, and hands-on execution at every stage.
We immersed ourselves in every part of LUUK’s journey, supporting the team with a truly holistic approach. For us, this is the kind of collaboration we love. Helping ambitious founders build something meaningful, lasting, and beautifully crafted.
Our involvement included:
- Leading the overall brand direction and overseeing the development of the visual identity
- Shaping a strong content concept that set the tone for all brand storytelling
- Developing a distinctive slogan and naming system for the full frame collection
- Art-directing product photography to highlight the craftsmanship and character of each frame
- Producing photoshoots with brand ambassadors to bring the brand’s values to life
- Creating a cinematic film that captures the handcrafted production process — made to engage customers and inspire investors
- Supporting store design development through collaborative sessions with architects
We also developed the concept for the Heritage Collection, a limited edition line that celebrates the history of eyewear. For this, we traveled with the client to Italy to meet the acetate producer and to select the colour palette for the collection.
Although we cannot share all outcomes just yet, we can say this: LUUK reached a major milestone and the future looks bright for this young brand.
