LUÜNA Naturals is a Hong Kong Founded sustainable period brand that wanted to shift its branding identity to appear more credible and trustworthy - while still maintaining its approachble and fun persona. I was the appointed lead designer for LUÜNA Naturals, and oversaw and led the art direction shift, social media posts, and campaign shoots.
Agency: Constant
TYPEFACES
The biggest challenge for me was definitely the language barrier - as I’m not a Cantonese nor Mandarin speaker, let alone understand Chinese typography! I was very lucky to have had a team help guide me through the typography decision and worked together to ensure that both the English and Chinese typefaces.
COLOUR PALETTE
The previous colour palette had bright neon colours, which were very youthful and expressed a ton of energy, but unfortunately lacked in providing credibility while doing so. I also didn’t want to introduce colours that blended well with their existing products. In the new colour palette, I wanted to still maintain the youthful aspects but calm the overall energy.
SOCIAL MEDIA CURATION
As part of their goal to become more credible and trustworthy, whilst still having elements of fun, I implemented infographics into their social media but was mindful to avoid being too text-heavy. I wanted to achieve a balance between maintaining the fun persona and infographics.
BRAND CAMPAIGN SHOOT
Aided in pre-production; shot list curation, styling, and art direction. Took charge of shortlisting image selections and directed post-production editing.
CYCLE WELLNESS OIL CAMPAIGN
Led overall art direction and post-production editing.
Email Marketing Campaigns
Designed eDM campaigns and templates for clients to use via Klaviyo.
E-commerce imagery shot by Tory Ho
Campaign imagery shot by Cammie Warburton
Cycle Wellness Campaign shot by in-house photographer via Constant