Lunar Organic Skincare

2021 BRANDING & IDENTITY—Package Design

I was approached to create the branding and identity for the start-up company, Lunar Organic Skincare, which offers organic skincare products for an affordable price. I developed a cohesive and memorable brand system that can be applied to packaging across multiple product lines.

Approach

As much as Lunar Organic Skincare cares about offering the best skincare, it cares equally about the transformation it sparks for its consumers. The founders used their philosophies internally first, creating a personal connection to their methodologies. I was approached to help them develop "a brand that feels as human-centric and mission-driven as our people." Their products are an output of a deeply rooted brand philosophy of self-growth and discovery, where the success of every customer is the collective success of their company.

I set out to help Lunar Organic Skincare create a verbal and visual identity that aligned with its vision to simplify the skincare routine of customers seeking organic and sustainable ingredients. Based on my competitive brand analysis and research I created a mood board to set Lunar Organic Skincare apart from its competitors while leaning into their brand truth. I developed their visual tone as organic, warm, and trustworthy with the use of warm tones, symbols, and photography.

Brand Strategy

I worked with the Lunar Organic Skincare to create a brand identity system that would distinguish their unique industry category of a holistic, organic, and self care focused company, while differentiating them from competitors.

We also identified an opportunity for the brand to breed camaraderie with like-minded companies through its Best-Self philosophy while drawing upon its spirituality, wisdom, and innovation. Lunar Organic Skincare identified their three brand characteristics as trusted, progressive, and charming. Lunar Organic Skincare is reliable but innovative; approachable but inspiring.

Visual Identity

I frequently reference brand strategy and brand attributes when building out the visual language. The visual language helps establish a holistic brand that feels organic and charming at each touchpoint. Lunar Organic Skincare visual language is led by photography, which helps communicate narratives and complex ideas. The photography itself is completely un-retouched in order to showcase empowerment, strength, inclusivity, imperfections, and true beauty, while provoking an important conversation that is at the forefront of every part of a consumer’s life.