Seeing that the core concept of Lumi is built around fireflies, it is only fitting that the brand name also reflects that. Fireflies produce a chemical reaction inside their bodies which allows them to glow. This process is called bioluminescence and is the meaning behind the brand. The brand name Lumi is derived from the word bioluminescence and the French word for light, lumière. The external package design also stays true to the firefly theme. It makes use of the fireflies lower abdomen as a cut out, allowing the consumer to see the lightbulb. The external design is both in French and English and includes all the required information such as brightness, watts, efficiency, warning labels, and life expectancy.

Emergence is when an entity is observed to have different properties that its parts don’t exhibit on their own. Essentially whenever a group of individuals get together they display certain behaviors or characteristics that only emerge when they’re together. Some examples of emergence are snowflakes, sand and water ripples, ant colonies, cities, crystal growth, hurricanes, the neurons in our brains anything else where as a group their activity self organizes into patterns.