Lumina Lamb
I developed the written narrative, brand attributes, tone of voice and storytelling elements in collaboration with the project team and subject matter experts. Working with ThoughtFull, I helped create the brand story for Lumina Lamb, a new ultra-premium New Zealand lamb brand positioned for Michelin-starred chefs worldwide. The work involved extensive interviews with global chefs, deep immersion into the farming and genetic science behind the product, and the development of a narrative that captured the innovation, human endeavour and regenerative farming practices behind its creation.
I also developed content across key brand touchpoints, including the website, to bring the full brand experience to life. The resulting brand positioned Lumina as a world-first product: chef-focused, planet-positive and unlike any other premium New Zealand lamb.
