CLIENT
Luna Atelier Skin
LOCATION
St. Louis, MO
PROJECT
Brand Strategy
Brand Identity
Website Design
Owner, Helen Al-Jureidini helps her clients look and feel their best by providing a welcoming studio where clients can wax away hairs and insecurities. With this being her first foray into business ownership, Helen needed to create a suite of collateral that would entice new customers to book an appointment at her studio.
RESEARCH
When discussing the personality and vision of her studio, conversations were centered on how Helen wanted to stand apart from the glossy world of traditional spa culture. Yes, she would keep the same standards of care and hygiene, but she didn’t want it to feel clinical or plastic.
The answer we were looking for was right in the name: connecting directly to the power, mysticism and rituals of La Luna, the moon.
PRIMARY LOGO
LOGO MARK
VISUAL ID
Modern mysticism, the overarching concept, drove the selection of brand elements.
Matte, earthy colors were chosen for their depth and grounding.
The rounded, geometric fonts are bold and confident yet warm and reassuring.
Muted photography of natural elements brings an etherial, dreamy calm to what some clients may worry could be a painful experience.
TYPOGRAPHY
NEUTRAFACE TEXT
BOOK ALT
LOGO
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
QUESTRIAL
REGULAR
Body
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
MUSEO SLAB
BOLD
CALLOUT
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
COLOR PALETTE
Mushroom
Gray
Silken
Moon
Ocean Sage and Specialty Gold Foil
Earthy
Rose
Deep
Space
PHOTOGRAPHY STYLE
LOGO EXTENSIONS
Luna
Atelier Skin
Your Body
Your Temple
Keep Your
Kitty Pretty
COLLATERAL
