Following the successful launches of The Meg and Arica – high-rise residentials in Andaman, Penang – the master-planned island anticipated the launch of The Lume, a high-end condominium in Shoreline, Andaman’s premium residential district.
However, this new launch posed an issue: creating a brand identity for The Lume in a way that could complement the past launches, without creating competition within Andaman.
AN UNDERSTATED SOLUTION
Despite the various product types across Andaman, we always see them beyond mere buildings and landmarks – but curated lifestyles that can complement different demographics. This is evident with properties like Arica and The Meg, whose respective branding is tailored to first-home buyers and a younger audience.
For The Lume, we took it to another level – embracing its offerings of privacy and understated elegance. With that in mind, we positioned the high-end condominium as an exclusive residence for discerning individuals that practice a well-balanced lifestyle and treasure quiet luxury.
