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Lunar Grace: brand and packaging

A beauty and self-care identity built on ritual and quiet elegance: a fine-line crescent-moon-and-bloom mark, a muted mauve palette and packaging designed to feel giftable.

Client
Lunar Grace
Type
Brand things
Services
Branding
Role
Identity · packaging · art direction
Year
2020

Selected previous work for Lunar Grace. Shown here as previous work, not as a Thing King project.

Grid of mauve and white Lunar Grace product boxes with the crescent-moon-and-bloom line mark.

The thing

Lunar Grace turns everyday products into a small ritual. The identity had to feel premium and giftable without shouting, with elegance carried by restraint rather than decoration.

Lunar Grace logo embossed on white paper: a fine-line crescent moon with a bloom and the wordmark beneath.
The mark, embossed.
White fine-line crescent moon and bloom mark with small stars on a mauve background.
The mark, reversed on mauve.

The thinking

Elegance carried by restraint, not decoration.

The problem

The risk in beauty branding is over-decoration. The challenge was to make a delicate mark feel considered and premium across every touchpoint, and hold that calm without tipping into fussiness.

Lunar Grace stationery set: letterhead, notebook, envelopes and business cards in mauve and white.
Stationery.
Lunar Grace night cream jar with a mauve label on a wooden shelf.
Product label.
Mauve and white Lunar Grace business cards on a grey surface.
Business cards.
White Lunar Grace tote bag and swing tags with the line mark, styled with a pale anthurium flower.
Tote and tags.
Folded white t-shirt with the mauve Lunar Grace line mark and a hang tag.
Apparel.
Two mauve Lunar Grace retail bags with the white line mark and wordmark.
Retail bags.

The make

The mark, palette and type system applied to product labels, boxes, retail bags, stationery, tags and apparel, plus an animated version of the mark with a gentle shimmer of stars for digital.

The result

A serene, cohesive brand experience that makes everyday products feel like a small ritual.

Related thing

Today, this kind of work is The Brand Thing on the Royal Menu, from R5,500. Read about branding at Thing King, or see the whole menu.

Need design like this regularly? Explore our Design Retainer

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