Description
Lunaro is a skincare brand built around gentle formulas, calm rituals, and everyday self-care. They came to us before launch with a strong product line, but no clear identity. The goal was to create a brand that felt soft, premium, and trustworthy without looking like another clean-beauty cliché.
Explore how we shaped a calmer skincare brand identity
Context
Challenges & solutions
Challenge
A beautiful product line without a clear voice
A beautiful product line without a clear voice
Lunaro had strong formulas and a thoughtful philosophy, but the brand lacked a distinct personality. It needed a voice that could feel calm, confident, and emotionally connected to modern skincare buyers.
Lunaro had strong formulas and a thoughtful philosophy, but the brand lacked a distinct personality. It needed a voice that could feel calm, confident, and emotionally connected to modern skincare buyers.
Solution
Building a brand voice around calm confidence
Building a brand voice around calm confidence
We shaped Lunaro’s voice around clarity, softness, and quiet expertise. Instead of overpromising transformation, the brand speaks with warmth and confidence, helping customers feel guided rather than sold to.
We shaped Lunaro’s voice around clarity, softness, and quiet expertise. Instead of overpromising transformation, the brand speaks with warmth and confidence, helping customers feel guided rather than sold to.
Challenge
A crowded category full of similar-looking brands
A crowded category full of similar-looking brands
The skincare space was filled with beige palettes, soft serif type, and generic wellness language. Lunaro needed to feel familiar enough to trust, but distinctive enough to be remembered.
The skincare space was filled with beige palettes, soft serif type, and generic wellness language. Lunaro needed to feel familiar enough to trust, but distinctive enough to be remembered.
Solution
Creating an identity that feels soft, not generic
Creating an identity that feels soft, not generic
We developed a restrained visual system with warm neutrals, delicate contrast, and subtle details. The result feels calm and premium while avoiding the overly common visual language of clean beauty brands.
We developed a restrained visual system with warm neutrals, delicate contrast, and subtle details. The result feels calm and premium while avoiding the overly common visual language of clean beauty brands.
Process
How we approached the project
Research
We explored the skincare market, customer expectations, and visual patterns in the category to understand where Lunaro could feel familiar, but still own a distinct position.
Research
We explored the skincare market, customer expectations, and visual patterns in the category to understand where Lunaro could feel familiar, but still own a distinct position.
Research
We explored the skincare market, customer expectations, and visual patterns in the category to understand where Lunaro could feel familiar, but still own a distinct position.
Direction
We defined the brand mood, voice, and visual principles before designing assets, giving the project a clear creative foundation instead of chasing disconnected ideas.
Direction
We defined the brand mood, voice, and visual principles before designing assets, giving the project a clear creative foundation instead of chasing disconnected ideas.
Direction
We defined the brand mood, voice, and visual principles before designing assets, giving the project a clear creative foundation instead of chasing disconnected ideas.
Identity
We created the logo, typography, color palette, packaging direction, and brand elements, shaping a calm system that could work across products and campaigns.
Identity
We created the logo, typography, color palette, packaging direction, and brand elements, shaping a calm system that could work across products and campaigns.
Identity
We created the logo, typography, color palette, packaging direction, and brand elements, shaping a calm system that could work across products and campaigns.
Guidelines
We organized the final identity into clear brand rules, making it easy for Lunaro’s team to keep the look consistent across packaging, social media, and launch materials.
Guidelines
We organized the final identity into clear brand rules, making it easy for Lunaro’s team to keep the look consistent across packaging, social media, and launch materials.
Guidelines
We organized the final identity into clear brand rules, making it easy for Lunaro’s team to keep the look consistent across packaging, social media, and launch materials.
Client testimonial
The UX improvements completely changed how users interact with our platform. Navigation feels intuitive, and we’ve already seen a noticeable increase in engagement and session duration.
Amelia Hayes
Ethan Walker
Product Strategist
Product Manager
Client testimonial
The UX improvements completely changed how users interact with our platform. Navigation feels intuitive, and we’ve already seen a noticeable increase in engagement and session duration.
Ethan Walker
Product Manager
Client testimonial
The UX improvements completely changed how users interact with our platform. Navigation feels intuitive, and we’ve already seen a noticeable increase in engagement and session duration.
Amelia Hayes
Product Strategist
Bring your idea - we’ll make it
remarkable
impactful
seamless
memorable
remarkable
We help you move from idea to a product that looks refined, feels seamless, and works flawlessly.
Bring your idea - we’ll make it
remarkable
impactful
seamless
memorable
remarkable
We help you move from idea to a product that looks refined, feels seamless, and works flawlessly.
Bring your idea - we’ll make it
remarkable
impactful
seamless
memorable
remarkable
We help you move from idea to a product that looks refined, feels seamless, and works flawlessly.
Bring your idea - we’ll make it
remarkable
impactful
seamless
memorable
remarkable
We help you move from idea to a product that looks refined, feels seamless, and works flawlessly.