Lucent Sun

The Challenge

Lucent Sun was preparing to launch a vegan vitamin D gummy into a market with considerable opportunity. Australia’s broader complementary medicines industry was forecast to reach A$6.3 billion in 2025, with continued growth projected through 2030. But a growing category also meant competing with familiar brands, established buying habits, and increasingly sophisticated marketing.

The challenge was to make a new name feel worth choosing.

Lucent Sun needed to communicate quality, support its premium positioning, and connect with younger consumers whose days happened largely indoors. Every encounter with the brand had to balance two demands: the personality to attract attention and the clarity to inspire confidence.

The Branded Agency translated that audience insight into “Chase the Light,” a creative direction rooted in everyday routines, sunshine, and optimism. Bold typography, a distinctive colour palette, and structured packaging gave the idea a recognizable visual language, designed to carry consistently from a social post to the product in someone’s hand.

We also built room for what came next. A unified identity and guidelines connected Lucent Sun to a wider product family, giving the business a foundation for launching its first gummy and expanding into future wellness products.