Lunor Identity System
Category
Branding
Services
Brand Strategy, Visual Identity, Brand Guidelines
Date
Overview
Lunor is a growing lifestyle brand preparing to expand beyond a single product line. They needed a brand system that could scale without losing clarity or character. NUCA was brought in to define the brand from the ground up—strategy, visuals, and rules that could hold long-term.
Problem
Lunor entered the market with a product-first mindset. While the product performed well, the brand lacked a clear position. Customers recognized the product but couldn’t articulate what Lunor stood for beyond basic functionality.
Internally, different teams interpreted the brand differently. Marketing materials, packaging, and digital assets felt disconnected, creating inconsistency across touchpoints.
The absence of a strong system made every new asset feel like a one-off decision, slowing execution and increasing friction between teams.
There was also concern about future expansion. Without a solid foundation, adding new product lines risked diluting the brand entirely.
What We Did
We began with deep brand discovery sessions, focusing on Lunor’s long-term ambition rather than its current offering. This helped surface core values that weren’t visible in their existing materials.
Next, we defined a clear brand position and narrative that could work across products, markets, and formats. This became the backbone for all creative decisions.
We then translated strategy into a flexible visual system—logo, typography, color logic, and layout rules designed to adapt rather than constrain.
Finally, we delivered a practical brand guideline focused on real usage, ensuring the internal team could confidently apply the system without constant creative oversight.
CREDITS
Creative Director
Arvin Kade
Designer
Tasya Amelia
Designer
Jamie Benson
