Naming, Identity, Branding, Product & Apparel design, Graphics, Website design

Launched in 2016, DuperDumb is a mindful company that remixes art, culture, history and politics into products that spark the imagination, ignite discussion and reveal truth.


DuperDumb approached Lumeo to refine some initial concepts, help with product execution and develop a youth oriented ecommerce platform. Our approach was two-fold, design something that leveraged their brand equity then cultivate products adaptable to their various media channels.


Once embedded in their creative culture we built-out several concepts during wild brainstorming sessions. Then co-developed products infused with a sense of pleasurable functionality which transcended typical features to become wearable conversation-makers. To execute on the product side our team struck a balance between price-point and the brand’s core values (ethical production, quality, near-sourcing) while selecting a manufacturing and fulfillment partner.


To maximize consumer engagement, Lumeo worked to create a purposeful yet playful underlying system that allows for a unified experience across platforms and device sizes. Achieving this goal meant reducing the amount of “surface layer” clutter normally associated with ecommerce sites while not compromising the “deeper layer” of flow governing device adaptability and payment execution.


Presented through evolving environments framed inside distinct areas of stylized graphic elements specific to each product. Enhanced by light-hearted copy, vibrant colors and edge-to-edge imagery assembled without breaking continuity as a cohesive, immersive and emotionally validating user experience.

The most important part of any ecommerce platform is this.

What emerges from the result of cross-pollinating two elements is a tertiary implication of greater significance, often unexpected but always profound.

Duperdumb references universal imagery as a conduit into the viewers subconscious, giving them free agency to participate and grasp subversive themes and the autonomy to structure its underlining meaning.

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4234 I-75 Business Spur

Sault Sainte Marie, MI


348 Haviland Shore Dr.

Goulais River, ON


© Copyright 2017

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