Everyday self-care, designed as a ritual
A beauty and self-care brand built on ritual and quiet elegance. I created the full identity — a fine-line crescent-moon-and-bloom mark, a muted mauve-and-blush palette, and a soft, airy type voice — designed to feel premium, giftable and calm.
- Role
- Identity · Packaging · Art direction
- Scope
- Brand · packaging · digital
- Client
- Lunar Grace
- Year
- 2020
Premium, giftable, calm
Lunar Grace turns everyday products into a small ritual. The identity had to feel premium and giftable without shouting — elegance carried by restraint rather than decoration.
Elegance without noise
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.
Full identity and art direction
I created the identity, packaging and art direction — the mark, the palette, the type voice, and the photographic mood that ties them together.
Restraint doing the work
The delicate line mark holds across every touchpoint — product labels, packaging, retail bags, stationery and apparel — without tipping into decoration. An animated version brings the mark to life for digital, with a gentle shimmer of stars.
A serene, cohesive world
The mark and palette across packaging, retail and digital — quiet, consistent, giftable.
A small ritual, every day
A serene, cohesive brand experience that makes everyday products feel like a small ritual.
The power of restraint
Lunar Grace is a reminder that the hardest thing in visual design is often knowing what to leave out — and that restraint, done well, reads as confidence.