Oltre — Brand Identity & Art Direction
I was commissioned by San Marino-based communication agency Mou Design to work for their client, Lumpalab, a company specializing in product customization.
Client: Lumpalab
Year: 2026
Brand Concept: Mou Design
Logo development: Xavi Beltrán
Visual identity: Xavi Beltrán
Photo and video: AI generated directed by Xavi Beltrán
The tumblers by Lumpalab are of excellent quality, keeping drinks cold for up to 15 hours and hot for up to 6 hours. But a generic thermal tumbler doesn’t speak to anyone—or sell to anyone.
That’s why Lumpalab’s strategy was to create a personalized line of thermal tumblers, not designed for a generic audience, but specifically targeted at people interested in Yoga, Stretching, Pilates, Wellness, Mindfulness, Meditation, and related practices.
From this brief, Mou Design, an agency specialized in brand development, came up with the name and concept: Oltre — Italian for “beyond.” And that’s where I came in: developing logo concepts and building out the visual identity for the brand.
2. Brand Concept & Logo Development
OLTRE is about going beyond the physical — connecting with yourself, breathing deeper, finding balance, and discovering what lies beyond.
It doesn’t end when the practice ends.
What you experience on the mat continues into everyday life — helping you embrace change, build resilience, find balance, step outside your comfort zone, and keep moving forward.
This connects naturally with the benefits of the bottles, because they are not designed simply to keep you hydrated. They are designed to accompany you oltre — further, longer, a little beyond where you thought you would go.
3. Amazon Product Gallery
Designed the visual direction and product gallery assets for Amazon, combining product storytelling, key features, and brand identity into a cohesive e-commerce experience.
