Lumeria is defined by its unique on-property features: a roster of acclaimed healing art practitioners, massage therapists, yoga masters, a farm-to-table restaurant, and a unique location away from the beaches in upcountry Maui. With the changing of hands of ownership and management, there arose a need to update the brand image of the property to reflect contemporary sensibilities.
Designed by Honolulu architect H.R. Kerr in 1910, Lumeria holds a special heritage. As the oldest wooden structure on Maui, its first incarnation was as the original Fred C. Baldwin Memorial Home, erected by its namesake’s sugarcane family. Initially designed to house aging plantation laborers who dedicated much of their lives to cultivating the cane fields, the property and buildings have been used for a range of purposes since the early 1900s, including World War II military housing, and as a dormitory for the nearby Maunaolu Women’s College in the 1960s and 1970s. By honoring the site’s past while implementing innovative, aspirational design, Lumeria Maui was born as a uniquely beautiful destination on the Hawaiian islands.
Common Space came on to refresh the existing brand by creating a new design direction from the ground up to reflect a contemporary lifestyle brand centered around educational retreats. We started by providing a naming consultation for the vertical brands on property (a farm-to-table restaurant and spa), designed a brand guidelines book, art directed a few photo shoots, a new website, marketing materials, merchandise, and more.