If you ask us, Lumene’s is the most anticipated beauty advent calendar of the Christmas season! The 24 countdown boxes contain the most popular cosmetics and skincare products by the Finnish brand. The look for the 2024 calendar has been illustrated by Napa Agency’s Sofia Pusa. In addition to the Christmas calendar, Sofia also created the package illustrations of the gift boxes for this year.

The theme of Lumene’s this year’s Christmas campaign is “Magic under the surface”. A magical ice crystal structure is revealed under the atmospheric northern lights cover of the Christmas calendar. Nordic berries and other ingredients of Lumene’s products rise above the snowy surface in their full glory in Sofia’s organic and 3D illustration style.

The package illustration project, which achieved an impressive result, also presented the illustrator with a nice challenge. During the illustration process Sofia Pusa, Napa’s agent and Lumene’s incredibly supportive visionary team were in close cooperation. In the creative process leading to the rewarding and magnificent end result, the client successfully pushed the illustrator’s artistic and technical boundaries, which truly paid off!

The inside structure of this calendar is the most ambitious design we’ve seen. In addition to the enchantingly skilful rhythm and texture of the illustration, the cardboard doors are also placed in layers, emphasizing the impression of depth. The calendar’s packaging design is the creative result of the collaboration between Lumene, Metsä Board and Van Genechten’s innovative packaging team! The Christmas boxes utilize recyclable materials and spectacular uses of print techniques, such as holographic foiling.
In addition to the calendar, Sofia also created four gift boxes for the 2024 Holiday season: VALO, LÄHDE, LUMO and AJATON. The artist’s intention in these packaging illustrations was to highlight the excellent ingredients of Lumene’s products. In her illustrations, Sofia ended up capturing, among other things, the magic of a lingonberry peeking out from under the snow and the sea of cloudberries illuminated by the rare rays of the Nordic winter sunshine!

In her illustrations, she sought a balance between making the scenes look wintery and fresh, and at the same time richly colourful. During the creative process, she tested various approaches to highlight the frosty look of the berries. It was especially rewarding for the illustrator to delve into the colour palettes of Lumene gift sets and play with reflections as well as the light phenomena cast by the different times of the day.

Big thanks to the team!

Client: Lumene Group
Olga Saray / Junior Brand Manager
Kirsi Valtari / Packaging Designer
Annika Mali / Packaging Designer

Illustration: Napa Agency
Sofia Pusa / Illustrator
Maria Kozulya / Agent & Client Manager

Photographer: Otto Turunen

If you can’t get your hands on this magical beauty calendar this year, you can watch the calendar’s presentation and contents, for example, on YouTube in this unboxing video here 📦

The Christmas packaging illustrations for 2024, created by Sofia Pusa, is a continuation of the fruitful collaboration between Napa Agency and Lumene. The agency’s illustrators Satu Kettunen and Jenna Kunnas have illustrated Lumene’s Christmas calendars and gift boxes in previous years. You can see the atmospheric Christmas package extravaganza from the past on Napa’s Behance: Satu Kettunen in 2023 and Jenna Kunnas in 2022.